________________________________________________________________________________________________________ Payments
Rising consumer expectations and the simplicity gap
New TNS research conducted across Australia, the United Kingdom and the United States shows a consistent pattern: customers value speed and simplicity above all. While preferences differ by market, the underlying expectation is the same. People want to pay in the way that is most convenient to them, whether that is a card, a mobile device or an unattended terminal. They expect that every option will work, every time.
One finding stood out – consumers want simplicity. Across all three markets, 33 percent of consumers said their single biggest frustration is being forced to create an account instead of using a guest checkout. Another 22 percent said there are too many steps in the payment process, and 21 percent said their preferred payment method often is not available. These numbers highlight a simplicity gap that retailers must close.
Consumers may not see the orchestration decisions behind the scenes. What they notice is whether the checkout is easy, reliable and available across all channels.
retail-merchandiser. com 23