By Retail Customer Experience
Just because checkout is the last step of the shopping journey doesn’t mean it should be stripped of all its potential to drive revenue and profitability.
When brands are looking to improve the experience that they offer to shoppers, they tend to start everywhere other than checkout.
This is largely due to three misconceptions.
The first has come about simply because of checkout’s chronological spot in the shopping journey. Because it’s the last step for shoppers, many brands have dismissed it as a focus and instead spent their time personalizing every shopper touch point that comes before it.
The second is that checkout has long been limited by the traditional e-commerce platforms, so many brands believe they must replatform to make the changes they want—which is way too costly and complex for many.
The final misconception brands have about checkout is that to successfully convert the largest number of shoppers, it needs to happen as quickly as possible.
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