Square might have reported a quarterly loss in its first earnings report, but retailers are raving about the financial services company. The service could be found at coffee shops, at small businesses and even in the pockets of entrepreneurs, as the financial services company considers "that everyone should be able to accept credit cards."
While millions of dollars are poured into marketing and advertising yearly, Square Inc.'s CEO, Jack Dorsey, told "Closing Bell" that the company "benefits of word to mouth."
To businesses, Square represents more than an easy payment method. It's a away to use technology to simplify experience. Emily Dobies, manager at Ritual Coffee, a square user, told CNBC in a recent interview that the payment system allows the cafe to measure product success, which eases the decision process of investing in premium products.