The document discusses contactless payments and their growing adoption. It provides information on accepting contactless payments from Visa, Apple Pay, Google Pay, and Samsung Pay. The key points are: 1) Contactless payments allow customers to pay by waving their card or device near a secure reader, without swiping or entering a PIN for most purchases under $100. This speeds up transactions. 2) Accepting contactless payments requires a contactless-enabled point of sale terminal. Additional hardware may not be needed for some existing terminals. 3) Contactless payments are considered secure and provide advantages like faster checkout times and increased customer satisfaction.

1. The New Studies Predict - A Contactless
Merchant Payments Future
According to the
fi
ndings, the future will be contactless: Changing
the face of India's multi-million merchant landscape
The coming of age of merchant acquiring will see a convergence of
new-generation software-driven service providers and the
foundations previously laid by legacy acquirers, transforming India's
multi-million merchant ecosystem.
While merchant acquisition has been referenced often, it has not
received the same level of attention as other advancements in
India's payments business.
It does, however, play a critical role in facilitating digitalization.
Its pervasiveness is shown by the fact that every time a customer
pays a merchant, the acquirer collects, authorises, processes, and
settles the transaction.
Every Yin has a Yang, and thus, acquiring must expand to keep
pace with issuance growth.
Given the importance and effect of technology in today's market,
merchant acquisition has transitioned from a "processing and
hardware company" to a "full-stack software and merchant services
solution."
This move, in conjunction with the diversi
fi
cation of the merchant
payments value chain, is drastically altering the long-established
economics and business models of merchant acquisition,

2. apparently favouring the value-added approach of the new actors in
this value chain.
However, technological advancements and the advent of new-age
fi
rms have created new cooperation options for legacy acquirers.
The maturation of merchant acquisition will be marked by a
convergence of new-age software-driven service providers with the
foundations previously laid by traditional acquirers.
In a word, this is India's merchant landscape.
India, previously a cash-dominated country, took a step in late 2016
to invalidate most of its paper notes, prompting millions of
individuals and businesses to look into digital payment options.
This resulted in an increase in all types of digital transactions, as
businesses started accepting a broader variety of digital payment
instruments in order to provide a more seamless shopping
experience.
Several external stimuli and policy interventions, such as the Jan
Dhan Yojana, the Payment Infrastructure Development Fund
(PIDF), Merchant Discount Rate (MDR) regulations, the Personal
Data Protection Bill, MSME growth, and "next-gen" users, are
currently driving merchant digitization growth in India.
Mobile payments are also being fueled by increased smartphone
and internet use. Indeed, as contactless payment becomes the
preferred payment experience at the point of sale throughout the
world, Tap to Phone will allow SMBs to access the digital economy
with the ease of an app.
At the same time, the P2M (person to merchant) sector, which is
currently worth INR 4 trillion, is expected to grow at a 52 percent
CAGR to INR 33 trillion by 2025.
Higher consumer and merchant satisfaction for mobile payments in
P2M, as well as streamlined consumer and merchant journeys
compared to traditional means of payment, are expected to support
this development.
A break with convention in order to embrace
innovation.
In tandem with the shifting merchant environment, the RBI's newly
adopted regulatory sandbox has also laid the groundwork for

3. various India-
fi
rst
fi
ntech breakthroughs that are constantly
reinventing how the country pays.
Yuva Pay, an AI-driven, secured of
fl
ine mobile payment solution that
advances
fi
nancial inclusion within India's last mile, is one of these
game changers.
Examples of such new
fi
nancial technologies include NFC smart
cards and encrypted sound waves for proximity-based transactions
(both of
fl
ine and online).
This is a fantastic opportunity for Indian businesses to collaborate
with
fi
ntech
fi
rms to provide safer, more holistic, and seamless
purchasing experiences, resulting in greater
fi
nancial inclusion.
These breakthroughs are only the tip of India's
fi
ntech innovation
iceberg, focusing on merchant acquisition and its causal role in
altering the country's vibrant payments scene for years to come.
SMBs going digital: Good news for retailers
Today's unusual blend of physical and distant commerce has
highlighted the worldwide resilience of small and medium-sized
companies (SMBs), since many have been forced to swiftly adapt to
new methods of conducting business since the pandemic's
inception.
Due to the epidemic, just 27% of SMBs had begun selling online for
the
fi
rst time by summer 2020. 90% are actively selling items online,
and 59% of small businesses expect to use entirely digital
payments within the next two years or are already cashless. to the
Visa Back to Business Global Study 2022 Outlook, Similarly, 73% of
SMBs worldwide believe that new types of digital payments are
critical to business success.
The
fi
ndings of the Visa Back to Business Study 2022 Outlook
demonstrate one certainty for companies of all sizes in 2021 and
beyond:
Digital commerce is the future of trade. And, as SMBs continue to
make substantial adjustments in order to satisfy customer needs,
merchants have a chance to assist small
fi
rms in expanding their e-
commerce presence and accepting new kinds of in-store
contactless and remote payments.
How Visa is making payments easier for
Indian retailers and consumers

4. Fintech, being one of the most well-funded startup sectors in India,
actually holds the key to unlocking India's potential.
Indeed, the country's
fi
nancial environment and unresolved issues
are being addressed by its burgeoning ecosystem of about 1,000
fi
ntech businesses (as per YourStory data).
Scaling
fi
rms using modern technology, on the other hand, may not
be straightforward for everyone.
To bridge this gap, Visa created the Visa Everywhere Initiative (VEI)
two years ago, a
fi
rst-of-its-kind innovative
fi
ntech challenge in India
to address today's and tomorrow's payment concerns.
The challenges offered to
fi
ntechs were designed to address
today's most pressing issues, such as small merchant acceptance
growth to facilitate merchant onboarding and optimising the
payment experience at points of sale.
In addition, Visa created the Visa Accelerator Program in 2021 for
companies in the Asia-Paci
fi
c area that have successfully launched
solutions in their native countries and are ready for the next stage of
development.
The initiative assists startups in expanding their operations into new
areas and identifying commercial possibilities with Visa and its
broad network of partners. In the
fi
rst cohort, two of the
fi
ve ultimate
winners from Asia Paci
fi
c – Open and DigitSecure – came from
India.
As an additional value-added service to
fi
nancial partners, the Visa
Merchant Offers Resource Center (VMORC) provides fast access to
pre-negotiated offers from major merchants worldwide.
VMORC is a multilingual programme utilised by multiple partners
globally to store offers as they are obtained.
It is a central offer repository that provides a simple method to push
merchant offers to cardholders.
It provides customers with APIs that allow them to extract offers and
present them on bespoke apps or websites.
Looking forward, it is clear that contactless payment will become
the default payment method for customers.
As the continuing digital revolution ushers in the "next billion
internet users" by 2025, giving retailers additional payment
acceptance alternatives will stimulate more digital and contactless
usage among the next generation of customers.

5. Fintech entrepreneurs will be crucial in digitising more merchants, a
phenomenon that is preparing India's
fi
nancial landscape and
payments ecosystem for a revolutionary and inclusive future of
commerce.
What exactly is Visa contactless?
Visa contactless is a payment option that allows consumers to
utilise their Visa cards or mobile devices at the point of sale (POS).
Instead of swiping or presenting his card or mobile device to a
cashier, the consumer merely waves it in front of the secure
scanner at checkout.
What advantages would adopting Visa
contactless bring to my company?
Visa contactless will aid in the development of mobile-based
payments in the future. Customers will not have to rummage for
cash and coins, which may speed up checkout and reduce queues.
Furthermore, most purchases under £100 at participating
merchants do not need the use of a PIN number, which speeds up
the payment procedure.
What are the risks involved in accepting Visa
contactless payments?
Visa contactless provides the same level of security as classic Visa
payment solutions.
Is it safe for my consumers to use Visa
contactless?
Yes. To safeguard transactions, Visa contactless employs numerous
levels of security, including encryption and secure network
processing.
Customers may now enjoy zero liability for any unauthorised
transactions made with their Visa contactless card or mobile device.
Furthermore, the card never leaves the customer's palm at
checkout, giving the cardholder greater control and security at the
point of sale.
The Zero Liability policy of Visa does not apply to some commercial
card and anonymous prepaid card transactions, as well as
transactions not handled by Visa.

6. Cardholders must take precautions to secure their cards and
promptly alert their issuing banking institution of any unauthorised
usage.
For further information, please contact your issuer.
Is it possible to read credit card information without the customer's
knowledge?
To be read, Visa contactless cards must be waved within 2.5 cm (1
inch) of the secure reader and be appropriately oriented.
Only secure readers at authorised retailers can process information
on Visa cards and Visa contactless devices.
Will I be able to use Visa contactless, MasterCard PayPass,
and American ExpressPay with a single terminal?
Yes. Visa, MasterCard, and American Express will all provide
solutions that support the same radio frequency (RF) card standard,
ISO 14443 A/B.
Please keep in mind that complete specs will vary across payment
brands.
Please contact your account executive or your acquirer for
additional information on Visa contactless standards.
What modi
fi
cations will I need to make to my current point-of-sale
(POS) system in order to incorporate Visa contactless?
To install peripheral contactless readers (PCRs) that plug into your
current traditional POS terminals, your existing terminal's payment
programme must be changed to interact with the PCR.
Contact your account executive or acquirer for more information
about specialised terminals.
Visa contactless sends payment information to a secure reader at
the point of sale through an integrated computer chip.
To make payments, users must wave their card or device within 1-2
inches of the scanner.
How to Use Tap to Pay with a Visa
(contactless payments)
How does it work?
Contactless payment technology from Visa allows consumers to
pay with a simple wave of their card or smartphone.
A single wave
There is no need for swiping, signing, or entering a PIN.

7. Effortless capture
Payment information is received by the secure reader through radio
frequency or Near-Field Communication (NFC) technology.
Shorter lines might come from ef
fi
ciency.
Greater transaction volume may be supported via faster checkout.
Upgrade your point-of-sale terminals to accept Visa contactless
payments from major mobile payment solutions.
How to Accept Visa Contactless Payments
Visa contactless may be implemented in two ways:
Install integrated terminals that are Visa-enabled.
Add a Visa-enabled peripheral reader to your current terminal.
Bene
fi
ts
Digital payments that are quick and easy:
It reduces abandonment while increasing loyalty.
Most payments under £100 do not need a pin.
A more ef
fi
cient checkout process.
increased security.
Commonly asked questions
Take your payments into consideration for the future.
Discover the advantages of accepting Visa on Apple Pay.
How does it work?
Apple Pay provides your consumers with a quick and safe method
to pay on the move.
Customers will
fi
nd it convenient and secure.
Make it easy for people to pay with the method that they choose.
There are no extra transaction costs.
Begin by using Apple Pay without paying any transaction fees.
Acceptance is simple and secure.
All you need is a contactless point-of-sale terminal and a payment
source that accepts contactless payments.
EMV standards-compliant
Apple Pay transactions employ Visa Token Service and adhere to
the responsibility transfer standards established in October 2015.
A quick and safe method of paying using your mobile device.
Customers may pay with con
fi
dence at any location that accepts
Apple Pay.
They may use their
fi
ngerprint or passcode to authenticate payment
inside applications on their iPhone 6, iPhone 6 Plus, iPhone 6, iPad

8. Air 2, iPad mini 3, iPad mini 4, and iPad PRO to complete
transactions secured by cutting-edge Visa technology.
Every day, more stores open.
Customers may use their iPhone 6, iPhone 6 Plus, iPhone 6s, or
Apple Watch to pay at over 1 million retailers, including select store
applications, using Apple Pay.
Check for the presence of
fi
nancial institutions.
Questions and Answers
See the commonly asked questions for further information.
How can I begin taking Apple Pay?
Accepting Apple Pay requires the use of a contactless payment-
capable point of sale terminal.
If this is the case, check with your payment source to see if they
offer Apple Pay.
Payments are classi
fi
ed as card present or card not present.
Card present transactions done in-store are considered card
present transactions, whilst Apple Pay payments made in-app are
considered card not present transactions.
How are refunds for Apple Pay purchases
handled?
Returns are processed by using the device account number to
locate the purchase and complete the refund.
Request the last four or
fi
ve digits of the Device Account Number
from the client by navigating to Passbook, touching the appropriate
card, and clicking the I in the lower-right hand corner of the display.
Customers may also hold an Apple Pay-enabled smartphone near
the card reader, pick the card used in the initial transaction, and
authorise the return using Touch ID or their device passcode.
Google Pay allows you to accept digital payments from almost any
Google device.
Google Pay allows your consumers to pay with Visa in a
straightforward and safe manner.
Google Pay works with practically every Android smartphone and
any mobile operator, from in-store purchases to in-app transactions.
It's quick, handy, and simple to set up.
Google Pay is only available on Android devices that support NFC
and HCE and are running KitKat 4.4 or later.

9. Google Pay Bene
fi
ts
Ensure acceptance.
Every quali
fi
ed, enrolled Visa card is issued a virtual card number
that is used for in-store and in-app Google Pay payments using the
Visa Token Service. Customers may pay with con
fi
dence since no
actual account information is provided.
A platform that is scalable
Smooth transactions and satis
fi
ed consumers result from checkouts
that are simple to use. You can help your company expand by
streamlining the payment process with Visa and Google Pay.
Set up your company.
Make it simple for your customers to check out in-store and online.
Purchase an NFC terminal.
All you need is a contactless-enabled POS terminal that is industry
standard.
Obtain the logo.
Show the emblem to consumers to let them know you accept
Google Pay.
Incorporate it into your app.
Google Pay should be integrated into your app. Learn more about it
on the developer's website.
We accept Google Pay at these locations.
Google Pay is accepted in applications and at numerous stores,
with more being added on a daily basis.
Questions and Answers
Find out more about Visa and Google Pay.
How can I get Google Pay to work in my
store?
Google Pay accepts all Visa credit and debit cards issued by
partner issuers on any NFC (Near Field Communication) and HCE-
enabled Android handset running KitKat 4.4+. All you'll need is a
contactless payment terminal.
Tell your payment provider that you need an NFC terminal in order
to begin taking Google Pay.
How can I integrate Google Pay into my
apps?

10. The Google Pay APIs enable you to create better checkout
experiences.
Checkout is simple.
With the click of a button, millions of users with hundreds of millions
of stored cards can pay.
Enhanced security
Customer payment data is secured end-to-end from Google's
servers to your payment processor.
Simple integration
Google Pay integrates with your current payment processing stack
and requires just a few lines of code to get up and running.
Make payments simple for both you and your clients.
Add Google Pay to your existing payment processing stack to
provide a more convenient and secure checkout experience in your
applications and websites.
How can a consumer return an item bought
with Google Pay?
When making a return using Google Pay, your client will use their
virtual account number. By choosing "Card information" or
"Transaction details," they may examine the last four or
fi
ve digits of
the virtual account number. Alternatively, customers may place their
smartphone near your contactless POS machine and choose the
card used to make the transaction.
Samsung Pay introduces a new method of payment.
Customers may pay with con
fi
dence since Samsung Pay is based
on trusted Visa technology. Samsung Pay transactions are
safeguarded by substituting sensitive account information with a
one-of-a-kind digital identity.
It is straightforward to set up.
Use your current terminal.
Samsung Pay is compatible with almost any magnetic stripe
payment terminal.
Software upgrades may be required for certain card reader
terminals.
Alternatively, contactless technology may be used.
If you don't have a terminal, you may purchase a Near Field
Communication (NFC) terminal that also supports Samsung Pay.

11. Begin accepting
You're prepared. Begin accepting Samsung Pay—a simple method
of payment that satis
fi
es all 2015 EMV security criteria.
Questions and Answers
Find out the answers to commonly asked questions.
How do consumers get Samsung Pay?
Samsung Pay will be automatically deployed through a software
update on the Galaxy S6, S6 Edge, S6 Edge Plus, and Note5.
In the future, compatible phones in recognised countries will come
preinstalled with Samsung Pay.
Where can I use Samsung Pay?
Samsung Pay is accepted almost anywhere your customers may
swipe their Visa cards, including the vast majority of US retail
outlets.
Currently, Samsung Pay does not operate at gas pumps, but it does
work at most gas station cashier card readers.
In which countries is Samsung Pay
available?
Samsung Pay
fi
rst appeared in the United States in 2015.
Visa and Samsung are collaborating to grow into new markets.
How can users validate their Visa card's last four digits?
Customers should search for the "Digital Account Number" shown
above their transaction history after tapping on the Visa card being
used in Samsung Pay.
They should present the cashier with the four numbers indicated
there.
The Digital Account Number will always be different from the actual
card number.
According to further studies, the future of contactless
commerce is -
Choosing the appropriate suit or dress may be challenging, even
under the best of circumstances.
Size,
fi
t, price, colour, feel, overall appearance, and a slew of other
aspects must all be considered.
It may appear fantastic in the catalogue, but how will it hold up
in real life?

12. Most shops deal with a high number of online returns, indicating
that this is not a simple process.
It's not only apparel that's tough to evaluate completely online. We
want to smell, test, and try out fresh food, drinks, vehicles,
fragrances, and furnishings before making a
fi
nal purchasing
choice.
In other circumstances, such as when applying for a mortgage or
selecting a bottle of wine, we often seek advice in selecting a
dif
fi
cult service or product.
While we may
fi
nd a plethora of product evaluations online, they are
seldom a replacement for a trusted human adviser who can cut
through the informational fog and assist us in making an educated
selection.
The COVID-19 epidemic — and the social distance it demanded
— served as the
fi
nal litmus test for many of these essential
features of the consumer experience:
No
fi
tting rooms, no interaction with retail employees, no cash
purchases, and no in-store product testing.
While many sectors of the U.S. economy have reopened in the
aftermath of the pandemic, retailers have learned an important
lesson:
We need faster, safer, and better in-store experiences that retain
and enhance the important elements of closeness and interactivity
with products, agents, and the store environment.
This is where next-generation digital technologies may make a
signi
fi
cant difference by allowing new types of "contactless
commerce." Contactless business may take many different forms.
A
fi
tting-room mirror that immediately shows the clothing items
you've just chosen from the shelves, or a virtual fashion adviser on
your phone who whispers tips on the season's hottest trends.
A broad variety of emerging technologies, such as machine
learning, robotics, computer vision, sensors, big data analytics,
augmented reality, and computer-aided holography, are enabling
contactless commerce.
It is designed to revolutionise the whole consumer experience, from
product comparison through selection to checkout.
Transparency in Digital Transactions

13. Radio-frequency identi
fi
cation (RFID) tags are now being
extensively used in the automation of shop checkouts.
RFID tags, as the name implies, are small strips of metal that can
send radio waves containing precise information about the goods to
which they are connected.
Consider a tag that can store and communicate a broad range of
information about a product—its brand, price, size, colour, position
in the store, different kinds, and inventory levels—to customers and
store management.
This is essentially what an RFID tag accomplishes.
This data may be decoded using a mobile scanner (hand-held or
connected to a shopping cart, for example), as well as a stationary
station or kiosk.
While RFID tags have been available in different versions for at
least 20 years, the creation of extremely lightweight, disposable
strips suited for application on retail items has been a signi
fi
cant
advance in recent years.
Unlike barcode labels, which must be laboriously scanned one at a
time by the retailer or the consumer, RFID tags not only retain more
information, but can also be read together instantly, greatly
speeding up the automated check out process.
Dirty Lemon, a beverage brand, has used RFID technology to
automate the sale of beverages in its New York store:
Customers simply take their preferred beverages from the coolers,
wave the item under a reader to get product details, and then pay
by text message, either in-store or after they leave.
Amazon Go has developed "Just Walk Out" technology for its own
stores and a number of retail clients using a slightly different
technology mix.
With the aid of sensors and computer vision, the store can track
when consumers physically take an item from the shelf or return it,
adding it to or taking it away from a virtual cart.
The customer can just walk out with their chosen items, which are
automatically scanned and charged to the customer’s account.
(The customer can use a QR code from the Amazon app to enter
the "just walk-out" gates, or they can insert any credit card at the
gates if they don’t have the app, so they don’t need an app or
account set up.)

14. Chinese retail giant JD.Com has pioneered line-free technology in
its stores in China and Indonesia, and a raft of technology start-ups
are also active in this space.
Customers get to avoid the irritation of long lines, while retailers
bene
fi
t from better monitoring of stock
fl
ows and the freeing up of
staff to focus on more valuable tasks such as store management or
customer service.
The impact is not con
fi
ned to automatic checkouts. With RFID tags,
every object in a store can potentially interact with a customer.
Pointing a reader at a product, mannequin, or display rack can bring
up a raft of information about the product range, brand, price,
availability, and other features.
Many retailers are now introducing interactive
fi
tting rooms where
customers can try on items virtually.
Japanese retail giant Uniqlo was one of the
fi
rst to use virtual
fi
tting
rooms, pioneering the Magic Mirror at its shop in San Francisco.
Customers may stand in front of an AI-enabled mirror and view a
picture of themselves wearing the goods, with options to modify
their style, size, colour, and patterns.
Sephora has tested augmented reality beauty mirrors in their Milan
store to help customers choose the right colour and tint of eye
shadow.
TriMirror, a Canadian technology startup, has taken virtual clothing
fi
tting to the next level by creating a 3-D interactive avatar that
models the items for the buyer, who can then check for
fi
t in various
garment places and alter the item as needed.
A Spectacular Feast for the Senses
At its
fi
nest, shopping should provide a profoundly diverse sensory
experience: the chance to taste, smell, and touch things, whether
they are freshly baked bread, vintage wines, or freshly roasted
coffee beans.
This seems to be a signi
fi
cant impediment to the digital world of
contactless commerce.
Nonetheless, signi
fi
cant progress is being made in the digital
reproduction and transfer of sensory information. Consider the
sensation of touch.
The touch-screen interface, whether on an ATM, vending machine,
train ticket dispenser, or airport check-in kiosk, has become the

15. standard interface for consumer automation, but it also increases
the potential for virus and disease transmission.
The AI-enabled "predictive touch" device created by academics at
the University of Cambridge is one promising approach.
The technology, which was developed for in-car navigation systems,
utilises machine learning and data from sensor-tracked eye and
fi
nger movements to anticipate the digits and characters that the
user is likely to enter without actually touching the screen.
While the technology is still in its early stages, it has signi
fi
cant
potential for touchless applications in a variety of industries.
It brings us closer to a future of gesture recognition, in which
customers may access and interact with digital displays, goods, and
electronic items with a wave, a grin, or a frown.
However, the possibilities do not end there. Advances in digital
olfaction are making it possible to identify and transmit a broad
range of odours, from fragrances to fresh meals to new automobile
interiors. Researchers are also delving into the secrets of digitally
transmitting taste sensations.
The "lickable screen" produced by experts at Japan's Meiji
University is one hopeful advance.
Customers use a sushi-roll-shaped gadget with electrodes
submerged in
fi
ve small liquid wells that simulate the
fi
ve
conventional tastes:
Salty, sour, bitter, sweet, and umami (or savory).
The gadget may digitally convey tastes electronically by turning on
and off certain electrical impulses. While the technology is still in its
early stages, it opens the door to the idea that, in the future, your
smartphone may become a contactless means of tasting
fl
avours,
either in-store or online.
Pay with your face or your words.
AI-powered biometric data analysis is also enabling contactless
commerce.
The drive-thru and corner kiosk are being redesigned in the food
and beverage business for an automated, contactless experience.
PopID, established in California, employs cloud-based facial
recognition technology to provide consumers with a "pay by face"
option when purchasing at kiosks or drive-thrus – their technology is

16. already employed by restaurant chains such as CaliBurger,
Bojangles, and Dair-O.
Voice genomics, the AI-enabled study of speech tones, rhythms,
pitch, and timbre, is another promising technique.
Voice-enabled AI is currently being employed in a number of
scenarios for autonomous consumer engagement.
However, one issue is that automated kiosks and touchscreens are
often placed in loud environments, such as train station concourses,
making speech recognition problematic.
Touchless.ai, an Israeli technology start-up, has created a possible
solution that employs machine-learning algorithms to
fi
lter out
ambient noise and enables voice-enabled, touchless contact with
kiosks in railroads, hospitals, and other busy environments.
However, the use of biometric data for contactless commerce may
pose issues such as data security or privacy issues, which may
dissuade certain consumers from embracing the technology.
In addition to opt-in clauses, companies often have a slew of
precautions in place to reassure users, such as using biometric
data just for the current transaction or not retaining data beyond a
certain time frame.
An agent is looking over your shoulder.
Of course, the retail experience is also about curation, guidance,
aid, and support – things that are more dif
fi
cult to deliver in a low-
contact environment. However, a variety of AI-powered
recommendation systems and virtual agents are becoming
available to assist.
Carrefour has partnered with Google Assistant to provide a voice-
enabled online grocery shopping service in which the AI features
allow the system to learn the customer's shopping habits and make
recommendations based on those preferences—for example,
organic or low-fat foods—as well as price and availability.
Tastry, a California-based sensory sciences startup, delivers
individualised wine recommendations for wine enthusiasts based on
machine-learning analysis of the chemical makeup of hundreds of
wines from throughout the United States.
These are tailored to the user's preferences for varietals, taste
notes, and wine structure.

17. Holographic technology might be a major change in the future,
offering incredibly realistic and participatory consumer experiences
in a safe and socially detached way.
Unlike virtual reality, which uses headgear to create an optical
illusion of 3-D space, holograms are realistic recreations of
refracted light that anybody can view without a headset.
This gives them a more natural feel and prevents eye strain and
headaches caused by extended VR exposure. Holographic
technology is also rapidly including touch and interaction, allowing
users to move among people and things.
Imagine a changed consumer experience with computer-
generated holography:
Visiting a virtual bookstore, meeting a holographic mortgage broker
to go over documentation, or having a holographic "fashion
whisperer" by your side while you try on products in a virtual store.
Success Requirements
Contactless commerce offers numerous advantages, such as safer,
quicker, and more content-rich immersive experiences, but it also
introduces new obstacles, such as privacy, data security, growing
consumer expectations, and new duties for in-store workers, to
mention a few.
Retailers should take the following steps to capitalise on
opportunities while mitigating risks:
Take advantage of the time dividend.
Customers and businesses will have more time thanks to the
rising usage of automated, contactless technologies, but how
will they spend it?
Customers could use their time savings to help them in other areas
of their busy lives, or they could choose to spend more time in-store
on the more enjoyable aspects of the shopping experience, such as
exploring new products, socialising with friends, engaging in in-
store entertainment, or receiving broader lifestyle support.
The degree to which merchants can develop immersive, content-
rich experiences that are highly tailored for speci
fi
c customers will
be a major component.
Follow the customer's lead.

18. We will witness a merging of physical shops and online experiences
in the realm of contactless commerce, as customers increasingly
utilise AI-powered technology to make decisions and purchases
across several platforms—voice, mobile, internet, and store-based.
The whole consumer experience will start to open up, with
interactive features in the traditional "dead zone" between home
and shop.
Consider the interactive advertising used by Battersea Cats and
Dogs Home in the United Kingdom, a prominent animal welfare
organisation whose purpose is to re-home abandoned pets.
Shoppers at a large London shopping mall were given RFID-
enabled pamphlets that lighted up interactive billboards on their
journey home, each with a possible pet feature. The strategy
dramatically increased the charity's re-homing rates.
Reimagine the shop
Whether it's a grocery store, a fast-food restaurant, or a department
store, most merchants have precise planograms or store layouts
meant to maximise the shopping experience:
Window displays, eye-catching specials up front, basics farther in,
all leading inexorably to the checkout point.
The nature and purpose of the shop will alter radically in a
contactless world: it will become a location adorned with interactive
displays and kiosks, virtual reality zones, and an assortment of
robotic assistants, with ful
fi
lment handled by off-site warehouses or
direct-to-customer.
Technology has been a persistent driver for innovation in retail, from
electric lights to elevators, from cash registers to self-service
scanners.
Customers visiting newly established department stores in Paris
and New York a century and a half ago were awestruck by the latest
forms of commerce:
lit window displays, mechanical tube delivery systems, tea rooms to
meet friends, and boundless tracts of shop space to wander and
explore.
With the removal of the static store counter, shopping was changed
from a tedious duty to a chance for exploration and adventure.
The impending move to contactless commerce will be no less
revolutionary, merging physical and virtual encounters and providing

19. new forms of sensory experiences and customer-product
interactions, spurred by the epidemic but with its own technology-
driven impetus.
Now is the moment for companies and consumers alike to exploit
the contactless era's potential.
References
1. The future is contactless: Transforming India’s multi-million
merchant landscape. [online], 2022. YourStory.com. [viewed
April 9, 2022] Available from: https://yourstory.com/2022/04/
contactless-future-transforming-indias-multi-million-merchant-
landscape/amp.
2. Google Pay API | Google Developers. [online], 2022. Google
Developers. [viewed April 9, 2022] Available from: https://
developers.google.com/pay/api.
3. Visa contactless | Seamless Contactless Payments. [online],
2022. Visa contactless | Seamless Contactless Payments |
Visa. [viewed April 9, 2022] Available from: https://
www.visa.co.uk/run-your-business/small-business-tools/
payment-technology/visa-contactless.html#2.
4. The Future of Contactless Commerce. [online], 2021. Harvard
Business Review. [viewed April 9, 2022] Available from: https://
hbr.org/2021/11/the-future-of-contactless-commerce.
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