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Best Buy customers can now use Apple Pay

US consumer electronics retailer Best Buy said on Monday that its customers can now make payments using Apple Pay.

Shoppers can use the new mobile payment method via the Best Buy app on an iPhone 6 or iPhone 6 Plus, once they have downloaded the update on the Apple App Store. All of the retailer's stores in the US will begin accepting this method of payment by the end of the year.

The launch of Apple Pay at Best Buy comes despite the company lending its support to Merchant Customer Exchange, a consortium of retailers led by Walmart that has developed its own QR code-based mobile payments platform CurrentC. The platform is set to launch later in 2015.

Best Buy's move to use Apple Pay arguably highlights the need for retailers to offer choice to ensure they are catering for as wide a pool of customers as possible. In today's retail environment customers often have very specific preferences, and if a retailer cannot meet those demands they will shop with a company that can offer an alternative.

Best Buy acknowledged that point this week, saying: "Today's consumers have many different ways to spend their money and we want to give our customers as many options as possible in how they pay for goods and services at Best Buy."

The changes made to the Best Buy app this week come ahead of the launch of the business's dedicated focus on mobile and technology when it opens an innovation office in Seattle this summer. The idea behind the new hub is to develop new tools and systems that can enhance the customer experience.