How To Turn The USA EMV Retail Deadline Into Customer Advantage

In October 2015, responsibility for credit cardholder present fraud will shift from the issuer to retailers that have failed to implement chip and pin protection. Retailers with 75% of more of their point-of-sale (POS) estate protected by chip and pin can reduce their annual recertification effort and cost. Application development and delivery (AD&D) professionals in retail companies must implement and conduct extensive testing to integrate the Europay, MasterCard, and Visa (EMV) executable — the application authenticating the PIN to the chip on cards issued for EMV brands — into their point-of-sale applications. Some retailers undoubtedly see EMV as simply a legal or compliance issue, but smart retailers will take a bigger picture view and use the opportunity for customer-centric innovations.