Earlier this month, Apple Pay head Jennifer Bailey attended the National Retail Federation conference in New York City, talking about Apple’s effect on retail with Apple Pay, its own retail stores, and more. Bailey explained at the event that Apple Pay continues to grow and have a dramatic impact on commerce…

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As outlined by CNET Japan, Bailey talked about Apple’s goal of creating a “new shopping experience” with the iPhone that centers around “application, settlement, loyalty programs, and collaboration between stores and mobile.”

For instance, Bailey pointed to apps on the iPhone that take advantage of ARKit and TrueDepth features , such as Warby Parker, which allows you to try on glasses before buying them. Those features, paired with Apple Pay checkout, greatly reduce the “steps to purchase,” Bailey explained.

Furthermore, the Apple Pay head touted the growth of the mobile payment platform, saying the service started with acceptance at just 3 percent of U.S. retailers, but is now supported at 50 percent of stores.”It’s the world’s most accepted contactless payment technology,” Bailey said.

In a broader sense, Bailey talked about Apple’s retail efforts in an era when the struggles in retail are apparent. She explained that Apple sees retail as an opportunity to engage with customers and take purchasing to the next level:

“Physical stores are an important place where you can engage with customers face-to-face, you can focus on engagement with customers by making applications more efficient,” she said. “We can discover and purchase services and products in a new way, from pickups to recommended personalized products, and we will continue to develop. We are ourselves a retailer and we share the opportunities and challenges of retailing,” Bailey explained.

Apple Pay has continued to expand over recent months, coming to new retailers, countries, and banks. Read more about Bailey’s comments here.

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