Payments in Retail: Surcharges, Dual Pricing, and Cash Discounts — What Retailers Need to Know

In today’s retail landscape, the cost of payment processing has become a significant concern for businesses of all sizes. With increasing fees from credit card processors, many retailers are exploring ways to offset these costs, including surcharges, dual pricing, and cash discounts. While these strategies may seem like effective ways to recoup expenses, they come with potential drawbacks that can impact customer satisfaction and brand reputation.

Surcharges

A surcharge is an additional fee added to a customer’s purchase when they use a credit card. This fee is intended to cover the cost of credit card processing fees, allowing the retailer to pass that cost onto the customer.

Pros:

• Directly offsets processing fees.
• Can be applied selectively to credit card payments.

Cons:

• Not permitted in all states.
• Must register with card brands. Not registering and managing correctly can lead to large fines from card brands
• Can negatively impact customer perception and discourage credit card usage.
  May drive customers to competitors.

Dual Pricing:

Dual pricing involves offering two different prices: a lower cash price and a higher card price. This model highlights the cost of credit card processing without explicitly calling it a surcharge.

Pros:

• Provides transparency in pricing.
• Allows retailers to incentivize cash payments.

Cons:

• Can complicate checkout processes.
• Customers may feel penalized for using cards.
• Perceived as a hidden fee by some shoppers.

3. Cash Discounts

A cash discount program offers customers a lower price when they pay with cash, effectively treating the card price as the “standard” price and the cash price as the “discount.”

Pros:

• Legally permitted in all states.
• Can encourage cash transactions and reduce processing fees.

Cons:

• May require reprogramming POS systems.
• Customers may feel they are being charged extra for using cards.

Why These Strategies May Not Be Worth It

While surcharges, dual pricing, and cash discounts can help offset processing fees, they often create friction at checkout and can erode customer trust. Rather than implementing potentially confusing and off-putting pricing models, retailers should focus on negotiating better rates with their payment processors and optimizing payment systems for efficiency.

A Better Approach: Optimizing Payment Solutions

Instead of charging customers more to cover fees, consider these strategies:

• Negotiate Better Rates:  Review your existing contracts to ensure you’re getting competitive rates.  Make sure you understand all the charges.  There should be minimal monthly flat charges.  If your overall effect rate is over 3% (total fees/monthly credit card revenue), there might be room to negotiate your rate down.
• Consolidate Payment Solutions: Streamline providers to reduce costs and simplify payment management.
• Enhance Payment Functionality: Implement systems that offer added value, such as mobile payments, integrated loyalty programs, and seamless e-commerce solutions.