OmnyPay has announced the launch of a contextual commerce platform that enables retailers to digitally personalize the in-store shopping experience.

OmnyPay's platform is intended to streamline the redemption of loyalty, rewards, offers, and payments into a single scan from a consumer's smartphone, according to a press release.

"We are proud to help retailers better serve their customers by combining payments, rewards, loyalty, and offers through a single scan, and extending transaction control to the consumer’s mobile device," said Ashok Narasimhan, CEO of OmnyPay. "With OmnyPay's expanded platform, retailers can use the smartphone as a digital shopping tool to inform, educate, influence and reward customers in relevant ways across all channels, leading to gains in long-term customer loyalty and sales, lower operational costs and the ability to compete strongly with online-only competitors."

Specifically, OmnyPay's digital commerce platform offers:

• tender steering to preferred payment methods — retailers can offer incentives to shoppers at checkout to encourage the use of retailer-preferred payment options;
• rich checkout — the platform sets up a real-time connection between the shopper's mobile device and the retailer's back office and in-store POS system;
• anywhere commerce — once a user is verified on the OmnyPay platform via multifactor authentication, any surface can become a point of commerce; and
• retailer custody of customer data— retailers using branded apps powered by the OmnyPay platform gain access to a broad set of data pertaining to customer shopping behavior and marketing program success.