Retailers are looking to payments technologies to empower them to provide a more personalized shopping experience, one that improves consumer engagement at the point of sale and helps build customer loyalty, according to experts who spoke Sunday at the National Retail Federation’s annual convention in New York.

Retailers should strive to do more than just accept payment for their goods and instead, provide consumers with a “broad exchange of data and services,” said Dom Morea, vice president of advanced solutions and innovation at payments processor First Data, who spoke as part of a panel discussion.

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