MCX Mobile Wallet Gets Fatter With Pacific Convenience & Fuels

Another c-store, gas chain joins e-commerce initiative

PLEASANTON. Calif. -- Pacific Convenience & Fuels LLC is the latest convenience retailer to join the Merchant Customer Exchange (MCX) secure mobile-commerce solution, as reported by a Raymond James/CSP Daily News Flash on Thursday. PC&F operates more than 300 gas stations and convenience stores with the 76, Conoco, Chevron and Circle K fuel brands in California, Colorado, Nevada, Oregon, Texas and Washington.

Southwest Airlines, Brinker International Inc.--parent company of Chili's Grill & Bar and Maggiano's Little Italy--have also joined the effort.

Initially, Irving, Texas-based MCX's mobile wallet will be primarily barcode and cloud based, offering consumers a personalized payment experience integrated with participating merchant offers, promotions, loyalty and location-based services.

MCX selected Gemalto, a world leader in digital security, to build its mobile commerce solution. It will run on Gemalto's Allynis Mobile Payment platform. MCX will also leverage Gemalto's mobile wallet software for a smartphone application as well as development kits to enable retailers to embed the wallet functionality within their own applications.

MCX has more than 30 merchants that have more than 700 million payment and other customer accounts across nearly 80,000 stores, and that represent more than $1 trillion in annual sales.

Founded in 2012, MCX seeks to lead the shift to mobile payments by providing better shopping and paying experiences for customers and merchants alike. MCX's owner-members include leaders in the big-box, convenience, drug, fuel, grocery, quick-service and full-service dining, specialty-retail and travel categories.

In the convenience and fuel channels, members include 7-Eleven Inc., Dallas; RaceTrac Petroleum Inc., Atlanta; Shell Oil Products US, Houston; Sunoco Inc., Philadelphia; Alon Brands, Dallas, Wawa Inc., Wawa, Pa.; Sheetz Inc., Altoona, Pa.; QuikTrip Corp., Tulsa, Okla; and others.

Major nonconvenience merchants include Walmart and Target, as well as Banana Republic, Baskin Robbins, Bed Bath & Beyond, Best Buy, Buy Buy Baby, Christmas Tree Shops, CVS, Darden Restaurants, Dick's Sporting Goods, Dillard's, Dunkin' Brands, Face Values, Gap, HMSHost, Hobby Lobby, Hy-Vee, Kmart, Lowe's, Meijer, Michaels, Old Navy, Price Rite, Publix Super Markets, Sam's Club, Sears, Shop Rite and Wakefern Foods.