A crucial component of this strategy is diversifying the payment methods on offer, and this should be a top priority for merchants gearing up for the sales season. To cater to the diverse global audience during the shopping rush, merchants must ensure they offer a wide range of payment options as different geographies have distinct preferred payment methods. For instance, in North America, credit cards reign supreme, while in Europe, the Middle East, and Africa, eWallets hold sway as the payment method of choice.
Furthermore, merchants must prioritise the optimisation of their payment gateway. The inconvenience of slow and unreliable payment processing can quickly deter customers, particularly the realm of mobile shopping. If a payment gateway consistently suffers from downtime, lacks scalability, or neglects customer service, it’s important to seek an alternative solution.
An efficient payment gateway should aim to minimise downtime, ideally ensuring uninterrupted service. Additionally, offering round-the-clock customer support is essential to swiftly address any issues that may arise, guaranteeing a seamless shopping experience for customers.
Personalise the payment journey
To entice seasonal shoppers, merchants must focus on delivering the personalised experiences that this audience craves, ensuring a high level of service tailored to their specific needs.
According to Accenture, 84% of customers believe that being treated like a person, not a number, is important when winning and retaining business. Payment’s data is an asset that most merchants aren’t taking advantage of (and they should be). Every time a customer makes a payment, merchants can work with their acquirer to understand payment preferences, differences in sales volume and value. Deepening customer engagement by leveraging data-driven payment solutions is key to helping businesses learn more about their customers and provide a checkout experience which has the highest chance of success.
Gone are the days when the payments experience was an isolated aspect of sales conversion. Customers now anticipate much more, especially during shopping events like Black Friday and Christmas. To meet these expectations, merchants should focus on payment security, diversified payment options, and tailored personalisation to maximise sales.