BOSTON, MA -- (MARKET WIRE) -- 11/06/07 -- Aberdeen, a Harte-Hanks company (NYSE: HHS),
surveyed 225 global companies in October 2007 and found that lack of
customer awareness is the top challenge impeding the usage and adoption of
contactless payment systems.
According to Aberdeen's research, 63% of Best-in-Class companies that have
already adopted contactless payments at retail locations are responding to
the challenge of customer awareness by defining a set of
return-on-investment (ROI) objectives and goals surrounding contactless
implementation.
Aberdeen's research shows that forty-one percent (41%) of the Best-in-Class
companies have implemented a contactless solution, and 41% are considering
implementation. Of the Best-in-Class that have contactless technology, 91%
have improved their total number of transactions, and 100% have 80% or more
of their customers extremely satisfied.
When compared with all others, Best-in-Class are over twice as likely to
have a cross-functional team in place for store-level execution, and are
nearly four times as likely to gather and store contactless data in a
centralized database for analysis. Despite the cohesive preparation of the
Best-in-Class, the key performance indicators used to measure contactless
solutions and where the return-on-investment (ROI) is expected differ
between the Best-in-Class, Industry Average, and Laggard segments.
"Our research indicates that retailers are not consistent in their
perspective of contactless technology, which threatens the ability of this
technology to reach critical mass and enable users to drive further ROI,"
said Sahir Anand, Retail Analyst, Aberdeen. "In order to derive ROI from an
implemented contactless solution, companies need to create strategic
in-store and data analysis goals for implementation, improve customer
awareness, and drive higher circulation of contactless form factors," says
Anand.
In order for contactless payment technology to reach critical mass and
drive further customer and organizational improvements, companies need to
focus on contactless payment process management strategy, both internally
and externally, or their contactless returns will never be maximized.
A complimentary copy of this report is made available due in part by the
following underwriters: Discover Network-A Business Unit of Discover
Financial Services, Dove Consulting, a Subsidiary of Hitachi Consulting,
Mastercard International, ViVOtech, and VeriFone. To obtain a
complimentary copy of the report, visit:
http://www.aberdeen.com/link/sponsor.asp?cid=4425
About Aberdeen Group, a Harte-Hanks Company
Aberdeen is a leading provider of fact-based research and market
intelligence that delivers demonstrable results. Having benchmarked more
than 30,000 companies in the past two years, Aberdeen is uniquely
positioned to educate users to action: driving market awareness, creating
demand, enabling sales, and delivering meaningful return-on-investment
analysis. As the trusted advisor to the global technology markets,
corporations turn to Aberdeen™ for insights that drive decisions.
As a Harte-Hanks Company, Aberdeen plays a key role of putting content in
context for the global direct and targeted marketing company. Aberdeen's
analytical and independent view of the "customer optimization" process of
Harte-Hanks (Information - Opportunity - Insight - Engagement -
Interaction) extends the client value and accentuates the strategic role
Harte-Hanks brings to the market. For additional information, visit
Aberdeen http://www.aberdeen.com or call (617) 723-7890, or to learn more
about Harte-Hanks, call (800) 456-9748 or go to http://www.harte-hanks.com.
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