JCPenney quietly ditched Apple Pay this month. The choice was introduced in response to a buyer grievance on Twitter, however with none context or additional clarification on the time. JCPenney had first rolled out Apple Pay into testing in 2015, then expanded to all its U.S. shops the next yr, and later to its cellular app.

The retailer now claims the transfer was necessitated by the April 13, 2019 deadline within the U.S. for supporting EMV contactless chip performance.

As of this date, all terminals at U.S. retailers areas that settle for contactless funds should actively assist EMV contactless chip performance, and the legacy MSD (magnetic stripe information) contactless expertise should be retired.

JCPenney was not able to comply, it appears, so it switched off all contactless fee choices because of this. However, it hasn’t dominated out re-enabling them in a while, it appears.

In a press release offered to TechCrunch, JCPenney defined its choice:

A 3rd-party bank card model made the requirement for all retailers to actively assist EMV contactless performance efficient April 13, retiring the legacy MSD contactless expertise in place. Given the assets and lead time related to assembly the brand new mandate, JCPenney selected to droop all contactless fee choices till a later date. Customers nonetheless have the flexibility to finish their transactions manually by inserting or swiping their bodily bank cards at our point-of-sale terminals in shops, an possibility employed by the overwhelming majority of JCPenney customers.

It’s value noting, too, that JCPenney is hinting right here at low Apple Pay adoption amongst its buyer base — because the “vast majority” of customers pay utilizing a bodily card.

That means the retailer’s choice to re-enable Apple Pay at a later date should still be in query — particularly as this variation permits JCPenney to totally take again possession of buyer buy information.

Customer information is a vital a part of JCPenney’s plan to get the enterprise again on its toes. Under new CEO Jill Soltau, who took the job final October, the retailer has been closing underperforming shops, hiring new execs to concentrate on merchandise choice and eliminating its low-margin gadgets, famous Bloomberg following the corporate’s most…

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