Three Reasons Every Merchant Needs Chip Card Readers

by Elizabeth Sherman 14. December 2016

3 Reasons Every Merchant Needs Chip Card ReasersAt the supermarket recently, I had the opportunity to chat with the manager. I noticed that the store, part of a regional chain with a huge corporate owner, had not yet installed readers for the increasingly ubiquitous chip-cards, so I asked him why not.                          

After all, chip cards are meant to protect consumers from fraud. And there’s plenty of evidence that they’re working as intended.

The manager’s response surprised me. He told me the chain wasn’t worried about the cost of upgrading, but about the prospect of losing business. He explained that transactions take longer with chip card readers. And he worried they’d lose customers if they force people to do that.

My view is that they’re much more likely to lose customers if they don’t upgrade (more on that in a moment), but the store is far from alone. According to the business management consultants at the Strawhecker Group, only about 29 percent of American merchants were ready for chip cards — also known as EMV cards, which stands for Europay, MasterCard®, and Visa® — as of September.  

That’s disappointing. Chip cards are our best defense against card fraud. According to the trade newsletter The Nilson Report, U.S. card losses for banks and retailers reached $8.4 billion in 2015. And that number is expected to reach $12 billion by 2020.  

That’s why a consortium of card issuers, banks, and others developed the EMV standard for cards and readers. These chip-enabled cards, which customers “dip” instead of “swipe,” provide greater security from fraud. That’s because swipe cards create a record that crooks can grab and use to make purchases. “Dipped” cards, on the other hand, create a one-time code that can’t be reused. 

Europe has been using this technology for a while now, but it really got going in the United States last year. So far, banks have issued about 600 million chip cards to U.S. consumers, according to the U.S. Payments Forum. And starting Oct. 1, 2015, the liability for card fraud at most merchants without chip-card readers shifted from the card’s issuer to the retailers. And many more U.S. merchants will start accepting chip cards by October 2017, when gas stations will start facing those same liabilities. 

However, many retailers still resist purchasing the upgraded reader. That’s why I want to share with you three reasons why just about every merchant should be chip card-ready: 

1. Peace of mind for you.

A store clerk recently told me that she didn’t understand the “hassle” behind chip cards. So I put my banker hat on and explained that the chip-card machine takes the liability off the merchant (her boss) and puts it on Visa® and MasterCard® if there is fraud. It’s as simple as that.

For those merchants who say, “I never had fraud before,” well, how do you know that? MasterCard® and Visa® were taking it on the nose for you before. They’re not doing that anymore. So if you’re a merchant that hasn’t installed the new card readers, you’re doing yourself a disservice. It’s an easy, inexpensive upgrade that will protect you financially.

2. Peace of mind for your customers.

Your customers know that card fraud is happening. They’re seeing odd charges pop up on their credit card statements — and then spending hours on the phone cleaning those messes up. Chip cards reduce the likelihood of fraud significantly — and your customers are learning this.

You don’t want them to be afraid to use their credit cards in your store. So, being up to date on your POS technology will give them peace of mind as well. You’ll gain their trust.

3. You'll gain an advantage over your competitors.

Staying on top of chip card equipment now means you’ll be more comfortable with the next rounds of payments technology — including chip-and-PIN cards (which allow customers to input a number instead of signing), “tap” cards (which allow them to simply tap their card against the reader), and mobile payments. The more forms of technology you’re familiar with and ready for, the more potential customers you’ll have. And that translates into more dollars coming in.

The Smart Choice

Card fraud rates are already down thanks to EMV. According to Visa®, chip card-friendly merchants recorded a 47 percent drop in card fraud from May 2015 to May 2016. That shows why every merchant should be installing EMV technology if they haven’t already. Your customers will soon be expecting it — and may choose to patronize someone else if you don’t have it.

Most community banks, including 1st Mariner Bank, provide merchant processing services. That means they can get you access to industry-leading chip card POS equipment and solutions. To set a retailer up to take EMV cards, we gather information, fill out applications, get everything through the approval process and order and install equipment. And if our equipment doesn’t fit your budget, we can even help you find better deals.

If you’re ready to get started, or for more information, just contact our business banking services department.



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