Abstract: Described herein is are systems and methods for conducting secure transactions. In one embodiment, a method (300) is provided of conducting a secure transaction between a merchant and a customer. Method (300) includes initiating a transaction between the customer and the merchant by capturing a primary account number of the customer and a transaction amount at a merchant terminal (104). A transaction identifier is generated that is unique to the transaction based on the primary account number and transaction amount. The transaction identifier is then encoded in a visual representation and presented on a display so that it can be captured by a camera on a customer device. In response, a customer app is launched on a customer device (106).