COMMENT: In-store mobile services is a boon for customer loyalty

Convenience as part of the in-store experience is being improved by Marks & Spencer and Sainsbury’s with the launch of their new payment app. The time-saving mobile and checkout-free service is aimed in particular at the London lunchtime hour, where it counts the most.
It can be asked if this improvement is actually building a competitive advantage. Is this a benefit which the competition can’t copy? Does this enhancement draw the customer more strongly into the unique value prop