The Future Laboratory

Ashley Payne : Enhanced payment

18 : 03 : 2013 Payment : Debenhams : M-commerce

The retail world is continually finding new ways to incorporate technology into the shopping experience. From e-commerce to m-commerce and multi-channel to omni-channel, the best way to serve customers with technology in-store is to make paying simpler, according to Debenhams head of digital operations Ashley Payne.

‘Customers don’t like queuing at check-outs,’ says Payne. ‘If you empower them with smartphone self-check-outs, it lets them avoid this. You then save space in-store, and staff can help customers rather than man tills.’

Top five take-outs

1. Be friction-free. Making payments more intuitive will make the act of buying more pleasurable.

2. Be an Instant Inspiration Retailer. Mobile can remove the barrier between browsing and buying, catching customers at the moment of inspiration.

3. Prepare for the V-wallet revolution. More customers will expect to pay through their mobiles in the future.

4. Make your store a stage. Space is at a premium for many retailers, so make sure your store is less like a stockroom and more like a temple.

5. Be omni-channel. Consumers are channel-agnostic, they simply want to shop.

For more insights from retail insiders, book a place at our forthcoming Retail Futures Forum.

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