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Simply put, dual pricing is an initiative that provides discounts to customers that opt to pay with cash. This program is widely viewed as a true win-win for both the merchant and the customer, as it gives customers the ability to save money while also helping to reduce credit card transaction fees for merchants.
Traditionally executed via a payment terminal or point-of-sale (POS) system, the dual pricing program compliantly advertises a discount to be applied to the price of goods and services for all cash payments, giving consumers a transparent option on which payment method they decide to use.
From interchange fees by the issuing banks, to card brand fees, to fees added by the processors, there are several factors that determine the cost businesses incur when accepting credit cards.
However the main culprit for the high cost of acceptance are the rewards programs offered by the issuing banks, in the form of points, miles, cash-back and the like.
Dual pricing is a great solution that enables business owners to combat these ever increasing costs, while also providing consumers with the option to pay with cash and save money on the regular price of goods and services.
With the business being able to lower their overhead, customers can continue to receive great pricing. The alternative being an increase in pricing across the board, impacting even cash customer.
The primary benefit of a dual pricing program for business owners is that they will be able offset the rising costs of accepting card payments without having to raise prices.
Fairly empowering consumers to support their favorite local businesses.
Surcharging (which is not yet legal in all 50 states) entails adding a fee to the purchase price when customers pay with credit cards. Dual pricing, on the other hand, provides a discount for customers who chose to pay in cash.
While surcharging increases the price, dual pricing lowers it, clearly differentiating the two programs.
Consumers can sometimes confuse the two, which is why merchants must have the appropriate signage and reporting to give the customer a truly compliant dual pricing experience.
Clear signage communicating to the consumer that the business is implementing dual pricing.
Proper POS hardware and software that can compliantly handle the program's execution.
Receipts must clearly display both the cash and card price upon purchase.
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