“Sorry, we don’t have a chip reader.”

KimRoccoIs this the message you greet your paying customers with at your dealership? You may occasionally encounter this line during your own retail experiences, though since 2015, the number of retailers not protecting themselves and their customers with EMV chip card compliant technology is on the decline.

An eye-opener for U.S. retailers and consumers

Forty million credit and debit card numbers1. Seventy million records including shopper names and addresses. These numbers represent the magnitude of Target’s 2013 security breach.

Proven technology to combat credit card fraud

Well before the Target breach in the U.S., the EU was already in the process of combatting credit card fraud through the development of smart cards referred to as EMV chip cards (EMV stands for Europay, MasterCard and Visa). By 2005, EMV cards and readers were being widely used across Europe. By 2012, Canada was using the technology 2.

How it works

EMV chip cards and the technology used to read them were developed to help combat credit card fraud. In addition to the traditional magnetic stripe on the back of the card, the front of the card contains a small integrated circuit, the chip, from which the payment data is read. The information on the chip is encrypted, making the data more difficult to access and counterfeit. The way the data is transmitted varies with each transaction, making it more difficult to access.

A shift in liability

The U.S. is finally making the move toward stronger data security to combat credit card fraud. As of October 2015, businesses and their processing companies may now be liable for any fraudulent chip card transactions. This means that unlike in the past when your bank absorbed the costs of any fraudulent credit card charges you processed, the liability for any fraudulent chip card transactions processed without an EMV processing device will fall on you.


Positive results

Europe’s adoption rate of the EMV chip card terminals is now at about 90 percent, with a 70 percent average decline in counterfeit transactions. Canada has seen a 54 percent decrease in counterfeit, lost and stolen cards from $245 million in 2008 to $112 million in 2013.3

As a part of the customer experience, buyers expect businesses to protect the security of their data. The longer you wait to convert your POS credit card terminals to EMV chip card compliant devices, you’re putting both your customers and your dealership at risk. Learn more about how to get EMV chip card compliant technology to protect your dealership.

1 Fortune.com

2 Merchantmaverick.com

3 Squareup.com

Kim Rocco is the director of Marketing for DX1, the complete dealership management platform for the powersports industry. DX1 gives dealers access to everything they need to manage and market their dealerships, including DMS, website & online marketing tools. Dealers save time and eliminate frustration with the efficiency of one login, one dashboard and a single database where customer and inventory data is stored.

Website: www.dx1app.com

One comment

  1. I had mine since September of 2015. My question is why are they N/A at places like Walmart, Target and even at the USPS? Also, certain banks have still not issued chip cards to consumers. Are we liable there as well?

Leave a Reply

Your email address will not be published. Required fields are marked *