For various specialists, contactless payments will be one of the main trends that we will see in the following months as the world becomes increasingly integrated into the so-called ‘new normal’. Without a doubt a very attractive setting, so much so that even Waze seeks to be a protagonist, at least in the United States.

It is one of the mobile payment modalities that have stood out the most in recent years. In general, the segment represents a market that generates more than 950 million transactions globally, according to data from eMarketer. Furthermore, the source points out that by 2023 they will be more than 1,310 million.

Expand the field of action

On Thursday, Waze launched a new feature on its platform that aims to allow drivers in the United States to link their navigation system with apps from brands of fuel stations and, in that way, be able to make contactless payments for services.

It is a co-marketing alliance with brands such as Exxon, Mobil and Shell to offer this option to the consumer in gasoline supply establishments.

In this way, users who choose the function will receive a message for contactless payment through the application. Exxon Mobil Rewards +, from the energy company in each station where the service is available.

With this association, the firms generate a win-win relationship, since on the one hand Waze offer a technological solution that is gaining relevance today to its users and, on the other, the brands of Exxon They drive your application and loyalty program.

“In today’s environment, we understand that our customers may want to limit interactions and points of contact when fueling. (…) Integration with the Shell application allows a secure, contactless and rewarding payment experience so that the Waze community can save on each fill with the Fuel Rewards program and get back on the road quickly and safely, ”commented Iris Hill, Shell’s marketing technology manager, in a statement quoted by CNet.

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A growing trend

With regard to contactless payment, we have found that there are alternatives that have grown significantly in recent years as there are more and more businesses that accept formats such as Apple Pay, Google Pay, even Samsung Pay.

But in recent months we have seen how a large number of brands are betting on this technology as an important pillar in their marketing strategies to reconnect with the consumer.

In this regard, just remember what he said at the time Starbucks CEO Kevin Johnson who in the past year presented the vision and direction of the company to reestablish service in all its establishments. In it, one of the points that stood out the most was related to offering consumers more « Cashless experiences. »

“We will also move toward more cashless experiences, knowing that handling cash creates consumer concerns about the spread of viruses. We predict that the mobile app will become the dominant form of payment, ”Johnson said.

Starbucks have been joined by other firms such as McDonald’s which is also driving a strong technological transformation in its restaurants and services, where contactless payments are a key player.

For Waze As for the rest of the brands that are breaking into the proximity mobile payment market, it is to look at the change that the consumer will follow and in a market that in the United States has a value close to $ 130 billion, according to eMarketer estimates. But, its application can be global, according to data from the consultancy, there are more than one billion users of this type of services in the world, with a market value higher than the 8.9 billion dollars.