Using cards has become an extremely convenient and beneficial way for customers to purchase products. Cash Back Rewards and Free Airline Miles are just two of the many benefits customers have become accustomed to, when paying with a card. In the absence of a dual pricing program, the rewards & benefits are all at the merchant´s expense, usually, at a cost of 3% to 5%. For this example, let us say 4%.

So, if paying with a card is a convenience, and it is, why then, should you have to pay for your customer to receive all the added benefits of using their card? Using that 4.0% example, let´s say the average customer at your coffee shop pays $6.24. The extra $0.24 goes to pay the processing fees and you keep the full $6 of the original sale.

While traditional card processing works by having the merchant pay all the processing fees, the dual pricing program offsets the processing fees to the customer who chooses to pay with a card, while rewarding your cash paying customers with a discount. You and your customer now have options, either way, everyone wins.