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Reviewed by Roy T. James for Readers' Favorite
The Retailer’s Guide to Merchant Services: From Storefront to Internet by Gail Cavanaugh is a concise but holistic discussion about the use of credit card related services. Rather than a mere practical guide, this book contains an in-depth study of the card environment. We are introduced to different types of cards; credit, debit and gift (loyalty). The book discusses the differences between these cards in practical use, how they work for each agency, the customer, the shop keeper, as well as the card issuer and many other largely unknown areas in this business. Different types of card terminals and their capabilities, use of virtual terminals for cards, as well as non terminal card transactions are also covered by the author. The value of the card as one of the elements of Michael Porter’s Five Forces of Competitive Position model is also analyzed in this book.
The Retailer’s Guide to Merchant Services: From Storefront to Internet by Gail Cavanaugh is a serious dissertation on a state of the art business model for money transactions by the user. From the need for card reading capability to attract clientele to the adoption of social media, nothing is left untouched by the author which can potentially enhance productivity. The insight gained from this book can greatly help one in taking significant decisions affecting business growth, especially covering the latest technological breakthroughs. This is a very useful document with wide application in any business model, especially for incorporating modern technological advances, which for any business owner is a serious challenge. Written in simple language and with lucid descriptions, this is a worthwhile read for anyone and everyone.