Home Depot’s In-Store PayPal: Mobile Without The Mobile

Written by Evan Schuman
January 11th, 2012

Home Depot’s trial to let shoppers pay in-store with PayPal—a program confirmed late last week, which is loosely related to PayPal’s wallet—is interesting more for what it doesn’t do than what it does. It’s a baby-step program in two ways.

On the mobile front, it’s the first retail trial of PayPal’s mobile payment program and it doesn’t use a mobile device at all. (OK, that’s more an embryo step than a baby step.) On the payment front, this is also a test of Home Depot accepting a rectangular magstripe card that doesn’t say MasterCard, Visa, American Express, Discover or Home Depot on it.

Let’s start with the mobile part. When PayPal was demonstrating its wallet to retailers in November, it said that a major retailer was going to be testing the program and it would be announced by that retailer by the end of the year. That retailer was Home Depot. But it wasn’t announced by the end of the year (it came out January 6), and it wasn’t announced by that retailer (PayPal made the statement).

Much more importantly, it’s pretty hard to even say that what Home Depot is trialing is the PayPal wallet that PayPal was demonstrating. What the $68-million chain is doing is agreeing to accept—eventually—a PayPal magstripe payment card. That’s important—more on the payment potential in a moment—but it’s certainly not mobile, in the NFC wireless sense.

The mobile component is the part of the demoed PayPal wallet designed for shoppers who don’t have smartphones. It’s really an alternative way to authenticate a PayPal purchase by asking for a mobile phone number (which, theoretically, might not even be a mobile phone) and a PIN.

This approach does allow for one PayPal wallet feature: the consumer is able to make a payment associated with one card and to later log into his PayPal account and change it to something else. That’s a nice feature, but it shouldn’t impact Home Depot at all. After the retailer gets paid by PayPal, it doesn’t really care how PayPal gets paid.

(Related story: “Guess Google Wallet Experience: Great Interface, Hardly Any Customers”)

By Home Depot limiting itself to two non-mobile elements of PayPal’s mobile wallet, it not only bypasses any hardware changes to do the trial but it can find out how willing consumers are to use PayPal as in-store payment—in addition to learning whether those consumers are willing to reveal their mobile phone number as identification (plus a PIN).

To be precise, the trial that began last December at five Home Depot locations isn’t actually showing Home Depot how many of its consumers are willing to use the card—which will be called an Access Card and is still being designed. For now, it’s only finding out how many PayPal employees are willing to use the card, because they are the only ones being allowed to participate in the trial. (Let’s hope, for PayPal’s sake, that the percentage of employees using the PayPal card is really high. A low rate there would be really hard to explain.)

The initial plan is to open the program to Home Depot customers somewhere between April and June of this year.

One baffling detail is that PayPal’s brief statement said the Home Depot pilot “involves a small number of PayPal employees,” which PayPal later said was 400 employees. That’s not really that small a number. It’s not huge. Given that it is only five stores, though, it’s not tiny.


Comments are closed.


StorefrontBacktalk delivers the latest retail technology news & analysis. Join more than 60,000 retail IT leaders who subscribe to our free weekly email. Sign up today!

Most Recent Comments

Why Did Gonzales Hackers Like European Cards So Much Better?

I am still unclear about the core point here-- why higher value of European cards. Supply and demand, yes, makes sense. But the fact that the cards were chip and pin (EMV) should make them less valuable because that demonstrably reduces the ability to use them fraudulently. Did the author mean that the chip and pin cards could be used in a country where EMV is not implemented--the US--and this mis-match make it easier to us them since the issuing banks may not have as robust anti-fraud controls as non-EMV banks because they assumed EMV would do the fraud prevention for them Read more...
Two possible reasons that I can think of and have seen in the past - 1) Cards issued by European banks when used online cross border don't usually support AVS checks. So, when a European card is used with a billing address that's in the US, an ecom merchant wouldn't necessarily know that the shipping zip code doesn't match the billing code. 2) Also, in offline chip countries the card determines whether or not a transaction is approved, not the issuer. In my experience, European issuers haven't developed the same checks on authorization requests as US issuers. So, these cards might be more valuable because they are more likely to get approved. Read more...
A smart card slot in terminals doesn't mean there is a reader or that the reader is activated. Then, activated reader or not, the U.S. processors don't have apps certified or ready to load into those terminals to accept and process smart card transactions just yet. Don't get your card(t) before the terminal (horse). Read more...
The marketplace does speak. More fraud capacity translates to higher value for the stolen data. Because nearly 100% of all US transactions are authorized online in real time, we have less fraud regardless of whether the card is Magstripe only or chip and PIn. Hence, $10 prices for US cards vs $25 for the European counterparts. Read more...
@David True. The European cards have both an EMV chip AND a mag stripe. Europeans may generally use the chip for their transactions, but the insecure stripe remains vulnerable to skimming, whether it be from a false front on an ATM or a dishonest waiter with a handheld skimmer. If their stripe is skimmed, the track data can still be cloned and used fraudulently in the United States. If European banks only detect fraud from 9-5 GMT, that might explain why American criminals prefer them over American bank issued cards, who have fraud detection in place 24x7. Read more...

Our apologies. Due to legal and security copyright issues, we can't facilitate the printing of Premium Content. If you absolutely need a hard copy, please contact customer service.