When retailers first started developing mobile wallet apps, they did so to fight back against Apple Pay and the banks. Today, they are working against a bigger threat: Amazon.com.
Retailer 'Pay' Apps
The design of Kohl's Pay has more focus on loyalty than payments. This makes it possible for Kohl's app to present the same types of targeted offers and discounts that are so common on Amazon and other e-commerce sites. It is a fairly unique service and one that comes from innovation after we looked at how our customers were using their wallets and making payments, said Ratnakar Lavu, CTO and CIO of Kohl's.