By Kevin Moran, Chase Paymentech Europe’s CFO
In today’s multi-channel retail world, the balance of power has moved swiftly and decisively away from brands into the hands of the digital consumer. Nearly every adult in the UK is now a digital shopper with many consumers using two or more devices to create their own unique shopping journey. In a recent Chase Paymentech survey, convenience and security were the overriding reasons customers gave for returning to a company’s website or mobile app. An easier-to-use checkout and a feeling that the payment is going to be secure contribute to a happy, satisfied customer. It is convenience that drives customer loyalty — and whilst m-commerce continues to grow, retailers who ignore an easy-to-use mobile checkout do so at their peril.
MAKE IT EASY TO PAY
Amongst UK online shoppers, 29.5 per cent of sales coming via tablets compared to the six and half per cent coming via smartphones and one third of all CPG (Consumer Packaged Goods) searches originate from smartphones.
Given this growing volume, it is surprising to note that among the UK’s top 50 retailers, only eight per cent have a site specifically optimised for tablets.
There are a number of ways to help shoppers overcome the more cumbersome aspects of using a touchscreen to make their purchase. For example, many consumers are unwilling to register before they buy on a mobile device - and would prefer to login as a guest or alternatively use their social media profile.
Storing payment and delivery details is becoming standard practice, with the adoption of one-click (or one-touch) checkouts and digital wallets to ease the payment process. In addition, encouraging shoppers to use a mobile app instead of a mobile optimised website enables shoppers to stay constantly connected. Using payment data to identify any issues within your payment process can help to better understand your customers’ payment behaviour and allow you to continually enhance the checkout experience in response to your discerning customers’ needs.
With fraudsters more determined and sophisticated than ever, no e-commerce business can afford to be complacent about fraud. Data security is an area of increasing concern and a breach in privacy can break even the most loyal customers’ trust.
Above all else, digital consumers need to be assured that their payment is going to be secure — no matter which device they shop with. Brands should ensure that their payment pages are not only optimised to display correctly across different mobile devices, but that the branding of payment pages is consistent and seamless with the rest of the site. The use of a hosted payment page that dynamically adopts the design of your m-commerce site together with encryption tools that help secure payment data from within mobile enabled websites and native apps, can offer customers additional protection.
Brands are readjusting how they interact with consumers as technology continues to shape and reshape the retail landscape. Using payment data to help activate the right fraud strategy may allow retailers to boost revenues by turning more orders into sales, increase profitability from international markets and protect brand reputation. The challenge for retailers is in how to participate in such a way that helps build loyalty without being intrusive.
While retailers ultimately want to “sell”, consumers want to “engage”. To be successful, retailers have to find a way to extend their brand into the digital space based on consumer-defined behavioural frameworks that are still emerging. For an industry that once defined what consumers could buy, when, and where, this loss of control could be a huge challenge.
To fully participate in an always-on world, the impetus to implement robust measures that can optimise revenue streams to fuel future growth is greater than ever.