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CHESAPEAKE, Virg. -- Shoppers at four Farm Fresh stores here can now pay for their groceries with the touch of a finger, using a biometric payment system the retailer launched yesterday as part of a 4-month pilot.
The technology, provided by Pay By Touch, San Francisco, allows shoppers to pay for groceries and cash checks with a finger scan that is linked to their financial accounts, eliminating the need to search through a wallet or checkbook while at checkout.
"Farm Fresh is committed to providing world class service to our customers," said Ron Dennis, president and c.o.o. of Farm Fresh. "We feel to provide this level of service we must be a leader in implementing innovative technology that offers customers additional convenience and security."
Once enrolled in the program, a shopper places her finger on a scanner at the cash register when checking out. The system then displays the individual's electronic wallet, which is securely stored and contains the payment options available. During the Farm Fresh pilot program, payment options will include Express Checking (direct checking account deduction), Discover Network Cards, and EBT (electronic benefit transfer). Additional options, such as other credit and debit cards, may be added at a later date.