Groupon Rebrands Its Mobile Payments Business As Breadcrumb, Adds iPad Merchant App And A $5k No-Fee Sweetener To Bring On New Users

A day after Groupon released (and then pulled) an iPad app with a new mobile payments dashboard for businesses, today the company is taking the wraps off a bigger piece of news around its larger plans to expand its commerce services for local merchants. Building on its Breadcrumb payments and commerce service for restaurants, which Groupon acquired last year, the company today is rebranding its wider payments service — and the final version of that free iPad app — under the same name. The new iPad app for merchants of all stripes is called “Breadcrumb POS,” while the old Breadcrumb app for restaurants will now be called “Breacrumb Pro.” Sound confusing? Streamlining names is usually meant to simplify things, and Groupon says that in fact this is what is happening here: “As it turned out, when we spoke to merchants at salons and other retailers, they were fine with the name Breadcrumb,” says Mihir Shah, VP Merchant OS. “It was about how good are the rates, and the quality of the actual POS product and software.” Indeed, it makes sense to take this approach, considering that the marketing play of targeting those who have never been able to process credit cards before is now a little me-too. “We?re not just targeting simple paymet solutions that didn’t take credit cards before,” says Shah. “We?re just offering a better service to them.” Both the app, and Groupon’s wider payment services, are U.S.-only for now. As we noted yesterday, this is part of the company’s bigger ambition to take its business beyond daily deals and into other revenue streams. But, because it is coming into the market of mobile payments and local commerce relatively late — Square, PayPal’s here and others have already been here, scooping up business for some time –?Groupon is being aggressive on both the rates it charges, and also in making the service as easy to integrate as possible into a business. To attract new payments business from among the 100,000 merchants in the U.S. that already sell daily deals and other products through Groupon’s platform, as well as those merchants who do not, Groupon is also adding some sweeteners into the deal. Those who sign up get the first $5,000 of payments processed through the service without being subject to any fees. After that, Groupon offers a guarantee that its fees are lower than any one else’s: Shah

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