Perfecting checkout experiences should be a top priority for merchants. The reason? According to Salesforce’s State of the Connected Consumer report, 80% of consumers prioritize the experience merchants provide just as much as the products and services they purchase. It’s not enough for merchants to have in-demand products at the right price. If the checkout experience is complicated, long, and frustrating, shoppers could abandon purchases and throw their loyalty to other brands.
As the last interaction, a consumer has during a shopping journey, investing in tools to optimize checkout can bring a bigger payday for merchants. However, merchants need your expertise to complete those implementations right. The majority of consumers expect tech advancements to bring speedier service, as well as interactions tailored to their unique needs. VARs and ISVs could help merchants optimize online and in-store checkout, marrying the right tech with an optimal experience to gain ROI and build customer loyalty.
Improving Checkout Experiences Online
To help merchants create clear, frictionless, and flexible online checkout experiences, keep these tips in mind:
- Less is More: Limit the fields consumers must complete by asking only for required information. Keep nice-to-have data within a loyalty app and award consumers with additional rewards.
- Bypass Account Creation: Don’t require consumers to create an account to check out. It slows down the process, causing friction.
- Transparent Communication: No one likes to be surprised by hidden fees, or additional costs. Make sure that all information, including taxes, fees, shipping costs, or other variables is clearly communicated on checkout pages.
- Mobile is a Must: During the first quarter of 2024, smartphones generated two-thirds of online shopping orders. Merchants who implement a perfect mobile checkout experience will outpace their competition.
- Leverage a Hosted Payments Page: These pages offer a secure way to accept online payments for the merchant while delivering a seamless checkout experience for the consumer. Shoppers are redirected to a checkout page hosted by the partnering payments solution provider but branded like the rest of the merchant’s online store. A hosted payments page limits the merchant’s PCI scope while providing their consumers with the flexible payment options they expect.
- Enable One-Click Purchasing via Tokenized Data: One of the best ways to build repeat customers is to enable them to opt-in for one-click payment. After an initial transaction, payment data details can be saved and replaced with randomly generated alphanumeric values called tokens, which act as a placeholder for the actual data. When customers make additional purchases, they don’t have to re-enter payment data.
Improving Checkout Experiences In-Store
Consumers who look for frictionless, personalized checkout experiences online also want that same convenience in-store. Brick-and-mortar merchants will build more customer satisfaction and loyalty by following these principles:
- Speed Matters
Consumers prefer immediate access to checkout. After all, 84 percent of them have abandoned their in-store purchases at least twice in twelve months because of long lines. It’s been estimated that retailers face $555 billion in losses from shoppers abandoning checkout lines. Technology can help keep lines short.
- Intuitive POS Software: Graphical screens, easy navigation, and minimal clicks can streamline cashier workflows. Easy payment processes and the ability to accept a range of alternative payment types that continue to evolve at a rapid pace are as critical as accepting traditional checks, EBT, credit, or debit.
- Mobile POS: Merchants need to bring the checkout experience to the customer, which can include in-aisle, dressing rooms, or the front of the store. By deploying mobile POS, merchants can deliver a near-instant checkout experience precisely when consumers are ready to purchase and have them leaving on a positive note.
- Intuitive POS Software: Graphical screens, easy navigation, and minimal clicks can streamline cashier workflows. Easy payment processes and the ability to accept a range of alternative payment types that continue to evolve at a rapid pace are as critical as accepting traditional checks, EBT, credit, or debit.
- Deliver Convenient Self-Service Options
Consumers demand a checkout experience that is flexible and convenient. Implementing self-checkout allows consumers to complete their purchases with less interaction and friction. However, solutions need to include the right technology, including unattended payments. Ensure that the software is easy to use. Calling and waiting for assistance will negatively impact the customer experience. Additionally, consider incorporating security solutions to minimize shrinkage and losses to the merchant’s bottom line.
- Incorporate Personalization
A winning checkout experience is tailored to the customer. Whether a consumer is using a self-checkout kiosk or checking out with assistance, the right technology can help personalize the experience. For example, technology can help make relevant upsell suggestions. Additionally, CRM tracking can help identify loyalty members and avoid asking current members if they are a part of the program or want to join. Help merchants use data analytics from their POS system to know each customer and tailor the in-store checkout experience based on their preferences and prior purchases.
Your Payment Partner’s Role
Improving both online and in-store checkout experiences requires a strong focus on the payment process. Payment is a key part of the checkout experience, and having a payment partner that offers flexibility is crucial. Your payment partner should enable you to provide the options your customers need, whether it’s through traditional methods, mobile payments, or one-click purchasing. Ensuring that these options are secure, efficient, and user-friendly will help merchants meet customer expectations and build loyalty. If you’re ready to enhance the checkout experience and provide the best options for your merchants, contact us today.
