Google Wallet is more than a one-tap payment system

The news that Google Wallet has gone live in the US has brought with it a flurry of excitement in the media ( 20 September). There are, however, plenty of payment mechanisms out there already and consumers aren’t demanding another one. What is interesting about this is the opportunities beyond payments. For example, consider tapping your mobile against a poster to gain a discount for a specific purchase, then being able to redeem the offer using a ’single tap’ in store while generating loyalty points. The possibility to significantly improve, simplify, and speed up the customer experience at the point of interaction is a real advancement.

But it won’t be plain sailing from here on in. Recent customer loyalty research we conducted with Ipsos MORI shows a mixed reaction from consumers of all ages to the concept. Those who were most cautious were worried about fraudulent use and inconvenience if lost.

There’s clearly a lot of work to be done allaying these concerns about security, complexity of use and educating people on how the benefits beyond replacing current payment methods which are already convenient and familiar.

Mark Kusionowicz

Marketing director, The Logic Group

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here