by Jeff Molander, Conversation Enablement Coach, Speaker & Founder at Communications Edge Inc.

Google (GOOG), the National Retail Federation and Canada’s Privacy Commissioner (just to name a few) all seemingly agree — Web retailers/merchants should not hold customer credit card numbers. Why? They don’ t need to and when they do liability increases. They’re exponentially “more responsible” to lock down and secure the private financial information entrusted to them by customers.

Combine this with the momentum behind Google’s Checkout (consider PayPal’s defensive reaction to it for starters) in terms of customer and merchant adoption… and we’ve got a ringer. Clearly, merchants will move away from holding customer charge card information in the future. What’s hastening it? The entry of third parties (i.e. Google, PayPal) that exist to offer that same convenience in ONE place (thus eliminating worry over having your private information scattered among merchants).

Google, PayPal, retailers, government agencies, consumer privacy advocates and consumers themselves are all moving in one direction: toward allowing a SINGLE party to provide transaction processing and data storage.

“If the goal is to make credit card data less vulnerable, the ultimate solution is to stop requiring merchants to store card data in the first place,” says David Hogan, chief information officer of the National Retail Federation in a letter to the Payment Card Industry Security Standards Council.

Jeff Molander
Jeff Molander

Jeff Molander is the authority on starting sales conversations online. He teaches a proven, effective and repeatable communications process to spark buyers curiosity about what you're selling. He's a sought-after sales prospecting trainer to individual reps, teams of sellers and small businesses owners across the globe. He's an accomplished entrepreneur, having co-founded the Google Affiliate Network and what is today the Performics division of Publicis Groupe.

Jeff also serves as adjunct digital marketing faculty at Loyola University’s school of business. His book, Off The Hook Marketing: How to Make Social Media Sell for You, is first to offer businesses a clear, practical way to create leads and sales with platforms like Facebook, LinkedIn, YouTube and blogs.

Jeff Molander is the authority on starting sales conversations online. He teaches a proven, effective and repeatable communications process to spark buyers curiosity about what you're selling. He's a sought-after sales prospecting trainer to individual reps, teams of sellers and small businesses owners across the globe. He's an accomplished entrepreneur, having co-founded the Google Affiliate Network and what is today the Performics division of Publicis Groupe.

Jeff also serves as adjunct digital marketing faculty at Loyola University’s school of business. His book, Off The Hook Marketing: How to Make Social Media Sell for You, is first to offer businesses a clear, practical way to create leads and sales with platforms like Facebook, LinkedIn, YouTube and blogs.

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