It is no surprise that retailers are now striving for more intimacy with their customers. What is a surprise is how many of those retailers will allow mobile brands such as Google Wallet, Apple Pay, Android Pay and Samsung Pay to insert themselves in the midst of the encounter.

Have they—indeed, have youthoroughly considered what is really at stake?

Pay off? Apple Pay, if you remember, originated as an NFC credit card payment vehicle. It was the first and is still the leader in the space. But over time, Apple Pay has moved into new areas such as loyalty. And loyalty, being my domain, makes me take a closer look.

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