Oh, what a tangled web we weave when EMV data we receive. As more major retail chains fully accept EMV payments, Apple Pay is being dealt some serious experience setbacks, such as being asked twice for price verification and being asked for fingerprint biometric authentication and then, a few screens later, a signature. Neither of those steps were part of the Apple Pay process until merchants switched on EMV.
To be clear, those time-wasting moves are not part of the Apple Pay process at all, but are superimposed after the Apple Pay transaction is complete and customers think they are done. The reason this is now happening is due to very strict interpretations of EMV rules—and the fact that the nature of the payment mechanism (beyond that it’s contactless) is not always communicated to the POS. Hence, it must assume the worst. When two retailers—Trader Joe’s and Whole Foods–last week made the switch through upgraded Verifone POS terminals, customers used to speedy Apple Pay experiences were literally being called back to the checkout lane to complete the additional keystrokes. Before, once Apple Pay’s screen said “done” and displayed an animated checkmark, they were free to leave. Not so in an EMV world.