Merchant Customer Exchange today announced that Wendy's has joined its merchant member roster. MCX also announced that it will add Paydiant's cloud-based, white label platform to its custom developed mobile commerce infrastructure.

According to a news release, MCX is "a group of leading merchants dedicated to improving the shopping experience by offering consumers a widely-accepted, customer-focused and secure mobile commerce platform."

MCX merchants represent more than 70 prominent brands, including Dunkin' Donuts and Chili's Grill & Bar, with 110,000 locations that process more than $1 trillion in payments annually.

Paydiant's technology will allow MCX member merchants to leverage existing smartphones, point-of-sale and payment terminals. It will include an application programming interface to enable MCX members to integrate complete mobile wallet capabilities and value-added services into their own branded iPhone and Android applications. In addition, the solution will allow retailers to avoid sharing sensitive customer information with third parties, the release said.

"Mobile payments and offers are a critical customer touch point for merchant brands," said Kevin Laracey, CEO and founder of Paydiant. "We are looking forward to working with MCX to remove the primary obstacles that retailers can face when adopting a mobile payments infrastructure by providing members with greater control over the customer experience. As a result, merchants can engage their customers with the convenience of mobile payments along with personalized offers, promotions and programs that build customer loyalty and increase share of wallet."

Read more about mobile payments.

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