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7 distinct retailer wallet strategies
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More retailers are accepting mobile wallets, but few agree on what that entails. Individual stores are coming up with their own wallets by building on past successes or burying payments deep under the surface of their mobile channel.

This market has come a long way since the one-size-fits-all strategy behind the Merchant Customer Exchange's CurrentC wallet, which sought to solidify merchants' control of customer data. Ultimately, the stores behind MCX — including heavyweights Walmart and Target — realized that they didn't need to confront Apple Pay or Android Pay head-on.

Today's mobile-savvy consumer might have a variety of retailer apps on their phones, but they probably do not think of them as mobile wallets. In addition to payments, these apps handle marketing, loyalty, rewards and customer service — often linking to programs that shoppers regularly use in other channels.