Pick n Pay's smartcard project in South Africa has been deemed a success, after chief executive Nick Badminton explained at the company's annual general meeting, according to a report by the Sunday Tribune.
According to Badminton, 3.1 million shoppers have signed up for the plastic cards, which have been used in more than 50 percent of the retail company's sales. Pick n Pay planned to have 3 million shoppers sign up for the system altogether, but has surpassed this total in a matter of months.
The cards are not only used for making purchases, but allowing the company to track its customers, offering specific marketing opportunities to several groups of shoppers, the report stated.
"Our goal is to put the customer first and not to be led by what the supplier wants to market," Badminton said.
Smartcards are expected to continue spreading worldwide for various uses. According to RNCOS, worldwide shipments of contactless smartcards are expected to grow at an annual compound growth rate of approximately 24 percent from 2011 to 2013, due in part to increased security concerns.
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- RNCOS: Contactless smartcards market continues growth
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Tags: Plastic Cards News