Google wants merchants to use new Google Pay APIs to link the merchant’s loyalty and gift cards, as well as boarding passes to the user’s Google Account. This enables Google Assistant to manage the consumer across multiple touchpoints. As an example, once notified of flight check-in availability, Google Assistant can help the user complete the process. Once done, the boarding pass is accessible from Google Assistant or from Google Pay.
In addition, Google is making it possible to add a loyalty card to Google Pay directly from a Gmail, however no mention is made regarding how spam is ruled out. In addition, there are new options for web and in-store payments:
“An improved checkout system usually increases conversions. Customers are provided with important details and transparency by changing some Google Pay APIs. You may notice the payment sheet displaying pricing information now. Other details may be viewed immediately so everything is seen at once.
Web developers may explore the createButton API to come up with a dynamic purchase button. Google Pay Passes can be improved with the API that links the Google Account to other gift cards, boarding passes, offers, event tickets, or loyalty programs.”
The Google Blog that describes all of this is located here.
Overview by Tim Sloane, VP, Payments Innovation at Mercator Advisory Group