How To Create An Engaging Checkout Customer Experience
Your customer’s experience at the checkout can make all the difference as to whether they return to you or not. After all, paying for your product or service is all part of the process. It is essential that you dedicate enough time, thought, and resources as to how it feels to be a customer making a payment in your premises.
What Customers Want at the Checkout
Customers expect different payment options and a pleasant interaction with staff. If you fail to provide these things, then they could decide to take their business elsewhere. Making a positive, lasting impression at the checkout will ensure that customers return and choose your business over your competitors.
Where the checkout experience is concerned, what the customer wants can vary from day to day, as well as from customer to customer. It is essential, therefore, that there are options. Ideally, provide a choice between a checkout where a customer can stop and chat to knowledgeable, friendly staff, and a speedy self-checkout where waiting time is minimal and customers can make their purchases in privacy, with no face-to-face interaction.
Offer Different Payment Options
E-commerce, where business is transacted over the internet, is booming. Digital receipts, which are sent via email or text, just require the customer’s signature at the checkout. Minimal technological know-how is required for this speedy method of payment.
Apple or Android Pay
Millennials are not the only ones looking to pay using technology that includes Apple Pay or Android Pay. Non-millennials want a safe, efficient, seamless experience at the checkout as well. Make sure you are up to date with these payment options, and that the necessary technology to process those transactions is operational.
Mobile Wallets and Wearable Technology
Mobile wallet technology is becoming increasingly popular. Essentially, mobile wallets are a digital version of a traditional wallet that holds your credit and debit cards. Information stored in a mobile wallet is accessed via a smartphone app by way of a password. The app then transfers the information at the checkout to the mobile wallet-ready payment terminal in-store. Benefits include decreased payment time, and since mobile wallets are harder to steal or duplicate, reduced fraud.
EMV cards carry a security chip to provide contactless credit card transactions. They also have a magnetic stripe so they can still be used in stores where equipment is not EMV compatible. EMV-enabled cards will be in most customer’s wallets over the next 12 months so it’s certainly worth investing in the technology you need.
Finish with Friendly, Confident Staff
Your staff may require training in how it all works to address customer queries and deal with any problems that arise. Remember that rude or inefficient staff quickly become the butt of jokes and can result in your business appearing on social media for all the wrong reasons. At the very least, employees need to be able to deal with coupons, items that won’t scan, and any special requests that come their way. Also, to avoid customers who feel lost when they go to pay, ensure you have sufficient signs on your premises and at the checkout to inform customers of their options when they get to the checkout.
Provide plenty of options to allow your customers to enjoy the flexibility and control that they want when they are shopping and strive for friendly, efficient service to give them confidence in your business. This will definitely keep them coming back for more.