Retailers need to post instructions at checkouts for customers using EMV cards for the first time. That was my conclusion after going to a Target to shop this weekend and watching customers struggle with the proper way to pay for their purchases using the new cards. Watching a line of customers all taking extra time to work out the proper way to complete their purchases had me wondering what it would mean for busy store checkouts during the Christmas selling season if using the new cards doesn't become second nature for shoppers.
Walmart payments executive John Drechny has considered the same thing. According to reports, Mr. Drechny has warned of "anarchy" this holiday season at other retail stores as the time at checkouts is expanded because of the cards.
Speaking at a panel discussion at the Money 20/20 conference, Mr. Drechny said Walmart began working on the problem about a year ago. In that time, Walmart has figured out how to cut the time using the new cards at checkout from 12 seconds to a second. Most other retailers, he said, are now at the place where Walmart was a year ago.
[Editor's note: While not timing transactions, my observation is it took longer than 12 seconds for customers to figure out the proper way to use the EMV cards during my shopping trip last weekend.]
Photo: RetailWire