Rovertown, NACS and convenience retailers ramp up campaign for swipe fee reform advocacy in USA

Rovertown has partnered with NACS and several convenience retailers in the US to advocate for swipe fee reform, generating over 10,000 letters to Congress through mobile apps in just weeks.

Building on earlier efforts in late 2024 that produced more than 3,000 letters, the initiative flags up how retailers are increasingly using digital tools to engage customers and drive meaningful advocacy on this issue.

“Swipe fees are a hidden tax on nearly every transaction,” says Anna Ready Blom, Strategic Advisor at NACS. “They’re the second highest cost for convenience retailers, yet most consumers don’t realise they’re paying them. This campaign helped turn awareness into action by giving retailers and their customers a way to demand change.”

Controlled largely by Visa and Mastercard - who together dominate over 80% of the US market - these fees are set without competition and passed on to retailers, ultimately driving up the cost of everyday purchases. With no market pressure to keep them in check, swipe fees have surged from $26 billion in 2010 to more than $187 billion in 2024.

In the latest phase of the campaign, retailers partnered with Rovertown to deliver messaging through their mobile apps. Customers who tapped to learn more were directed to a NACS Grassroots page that outlined the issue and made it easy to contact lawmakers. In a matter of weeks, over 10,000 letters were sent to Congress.

“Giving our customers a voice has been powerful,” says Murat Tokad, President and CEO at Huck’s. “With just a few taps, they saw how swipe fees impact them and took real action to push for change. This campaign sends a clear message to lawmakers that enough is enough.”

“We believe in the power of mobile apps to turn attention into action,” says Jeffry Harrison, Co-Founder and President of Rovertown, and a member of the NACS Political Engagement Committee. “In moments like this, we’re proud to help retailers mobilise their customers and make their voices heard.”

2025 RTIH INNOVATION AWARDS

Payments will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.