The seamless nature of digital commerce has inspired consumers to expect more from the payment experience everywhere they shop — online, in-store and even via social channels. But although brands have invested heavily in functions like product discovery, merchandising and on-site personalization, consumers largely face the same old headaches when they’re finally ready to make a purchase.
“Too many friction points all along the customer journey is a big pain point for consumers, and certainly the checkout or transaction moment plays a part in that friction,” said Margot Juros, Research Director for Retail Technology Strategies at market intelligence and advisory firm IDC in an interview with Retail TouchPoints.
