Loyalty Across Apps, Social, and Consumer Experience

Review LIGHTNING ROUND Ed Collupy invited updates or reflections after the June 2025 CTVG meeting which focused on the future of digital identity. He underscored the cautious pace of progress, noting that meeting’s speaker Christina Hulka, executive director of the Security Technology Alliance and the U.S. Payments Forum, view that despite its advantages, digital identity is still far away from being universally adopted. This sentiment resonated with several participants, who pointed to gaps in standards, regulatory hurdles, and customer readiness. Much of the conversation focused on real-world trials. Erin Graziosi shared her company’s early adoption of NACS’ TruAge across 39 locations on their Verifone platform. While activation was technically simple, she observed that customer uptake has been light and complicated by inconsistencies in the state app programs. “If every state’s going to do this themselves, how do you make sure that it works across the board?” she asked, pointing out consumer confusion. She also highlighted the continued evolution of robust staff training through their partner RTO (Ready Training Online). Similarly, Rance Wells , also a user of TruAge and Verifone, described enthusiasm that fizzled when Texas regulators required physical IDs for alcohol and lottery

purchases. The state’s upcoming mandate to scan IDs at point-of-sale highlights how legislation may drive adoption but also slow digital alternatives. Steve Evans , chief technology officer at Haffner’s was once optimistic of digital identity in general but admitted he had tempered his initial outlook: “There’s a different rule in every county, city, state, a different solution, and they all do it differently. And then just trying to get a consumer to change their habits, it’s been quite a struggle.” While considering himself “pro-TruAge” he mentioned his apprehension that “somebody has to get a critical mass of use [by consumers of TruAge],” whether at multiple stores, stadiums, or venues. He believes that “until one solution gets a critical mass or three or four states adopt it, that’s what’s going to drive it.” Brad Miller took the thought further, warning that without national standards, fragmented state solutions will continue to stifle adoption, contrasting driver’s licenses with the more uniform passport. The group also debated where technology could head. Wells compared the situation to the rise of digital wallets, observing, “as soon as Apple said, okay, we’re doing Apple Pay, everyone was like, ‘Yeah, that’s what we’re doing.’” Paul Kern echoed that momentum is critical but also voiced concern that if giants like Apple or Visa take the lead, retailers may face new transaction costs.

Moving over to facial recognition as a different type of digital identification, Roy Austin described his seamless experience boarding a plane, prompting Donnie Rhoads to wonder if facial recognition could bypass devices altogether. Kern agreed that while it may be the long-term direction, privacy and compliance challenges loom large. International comparisons came into view as Ted Donley , account director at GK Software and guest of GK Software’s Vice President, Head of Sales Bill Miller , suggested there may be lessons abroad, while Brad Miller cautioned that facial recognition remains unreliable. Building TruAge awareness, suggested Myra Kressner , may require stronger education and marketing efforts. New CTVG member JD Leverette raised the issue of customers without smartphones and asked advice on getting started with digital identification, to which Collupy responded that physical IDs would remain necessary for now. The conversation closed with Collupy observing that digital identity intersects customer experience, security, and technology, making it a topic certain to resurface in future sessions. To view the full conversation from the June meeting, read the “Envisioning the Future of Digital Identity in Convenience Retail” Vision Report, which includes a summary, contains the video and slides from Christina Hulka’s presentation, and full meeting transcript.