Combating fraud – Retailers suffer financial losses from fraud stemming from both customers using bad checks, credit cards, and debit cards, and from employees who access restricted areas or who clock in for their absent friends (buddy-punching).  Retailers desire a means of tying a customer to a transaction (non-repudiation) and verifying age using methods that cannot be forged.

Customer experience – Retail customers are burdened with carrying multiple forms of payment (credit cards, debit cards, gift cards, cash) as well as loyalty cards.  Retailers want to reduce this burden while implementing faster check out lines and automated loyalty programs.

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