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Lost in Transaction Payment Strategies for Changing Consumer Behaviours Volume I & II

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Lost in Transaction Payment Strategies for Changing Consumer Behaviours Volume I & II Lost in Transaction Payment strategies for changing consumer behaviours Volume I & II Contact us [email protected] www.paysafe.com @PaysafeGroup paysafegroup Contents Volume I Contradictory perspectives 4 The evolution of payments 5 Executive summary 6 Cash culture clash 12 Why people don’t buy 20 Volume II Introduction 24 Key findings 25 The consumer view 26 Merchant payment methods 28 How prepared are todays merchants? 32 Conclusion 36 www.paysafe.com @PaysafeGroup paysafegroup Lost in Transaction 3 Volume I: Contradictory perspectives The evolution of payments The most common view about money and payments A fast-paced and versatile payments environment is taking today suggest impending doom for cash payments. shape, where cash is evolving to merge with digital formats so that people can spend it easily, both online and in-store. Hard currency is being phased out as Main On average, 75% of 18-34 Developments in this new environment Online shopping is yesterday’s news: for Street shopping is over. Bricks and mortar are so fast that some businesses face the nearly twenty years, commerce has adapted stores are becoming increasingly irrelevant in year-olds in Canada and risk of becoming irrelevant and potentially to the fact that the customer journey is no a consumer market focused on e-commerce. the United States said they obsolete, unless they stay on top of this longer linear and the final transaction isn’t Since 2002, US department stores have lost evolution. Reworking business capabilities, necessarily a cash exchange. So, where is 448,000 jobs (representing a 25% decline), preferred to shop online redesigning operating models and managing the next market disruption coming from? while the number of store closures this year rather than going into change to accommodate the new payments is on pace to surpass the worst environment is the entry ticket to maintaining According to our study, the key depths of the Great Recession.i physical stores. healthy customer relationships in a global trends unfolding include: system where attitudes to how one makes Yet, Amazon has opened several physical society. Consumer card payments surpassed purchases with cash, card and credit are fluid. - Increased consumer confidence retail outlets, including the first-ever cash payments for the first time in 2016, in mobile payments checkout-free store, and acquired organic registering USD $23.1 trillion globally.ii To get to the heart of what is really grocery retailer, Whole Foods. Black Friday going on in this fast-moving, disruptive - A proliferation of new ways to process is still every bit as chaotic on the floor as It can be challenging to know which narrative payments ecosystem, Paysafe Group a transaction it is online. While The Wall Street Journal to believe, but one thing is certain: digital commissioned an independent research opines about the struggle to completely payments are standard. The success story study to investigate consumer buying - Consumer behaviour that is increasingly replace cash with digital alternatives and for commerce today is about meeting habits, attitudes to cash and the preferred fluent in ‘multi-browsing’ on the move, that Bloomberg reports on the Danish government the permutations and combinations of payment choices across the United States, is, walking into a store to buy something now allowing some shops to refuse cash payment methods and customer experience Canada and the United Kingdom. and walking right out again if they find payments amid its move toward a ‘post-cash’ that shoppers have come to expect. a better deal on their mobile phone. For travel and leisure purchases, Americans prefer online shopping, but apps are favoured over mobile sites and now dominate online cab bookings. www.paysafe.com @PaysafeGroup paysafegroup Lost in Transaction 5 Executive summary A seismic shift Businesses thrive or die based on their ability spent via contactless in May 2017, up 12% Lost in Transaction is a new independent research to forecast market trends and to adjust in just one year.iii project conducted by Paysafe in conjunction with accordingly in order to capitalise on ‘the next big thing’. Within the payments industry, At the heart of this behavioural shift is the Loudhouse, a London-based research agency. businesses are witnessing a seismic shift consumer’s desire for greater choice and toward digitised transactions. Five years ago, convenience. Additionally, completing a contactless payments barely existed in the purchase on a mobile phone is becoming UK, yet today, a third of card payments are mainstream behaviour, rather than one It reveals that attitudes towards buying and convenience, reach and flexibility in their now contactless. A total of £4.5 billion was relegated to early adopters of technology. payment in Canada, the United States and payment solutions whilst balancing the the United Kingdom are changing rapidly. consumer need for secure transactions. In all three markets, consumer behaviour, particularly amongst 18 to 35-year-olds, Read on to learn more about current shows a confidence in mobile shopping changes in shopping habits, attitudes to The world is a different place to the one where and a demand for multi-platform payment cash, the uptake of new payment methods, traditional hard currency was the only option. options. In order for businesses to succeed, and how businesses can meet multi- they must offer a two-pronged approach faceted consumer demands when it comes Today, people shop in new ways. Mobile is a to the customer experience: choice, to an age-old transaction: payment. preferred device and physical stores are showrooms as much as they are outlets. Key findings Danny Chazonoff, Chief Operating Officer, Paysafe 42% Security remains a concern for continued 42% of respondents cite hidden transaction contactless & mobile wallet payment fees and delivery charges as the main reason adoption for the UK, US and Canada for abandoning their online shopping carts 46% 85% 46% are dual-browsing – looking There’s a generational shift to mobile for better deals on their mobile wallets, with over 85% of 18-34 while browsing in a physical shop year-olds expecting to use them more over the next two years 54% 54% of consumers expect to stop using cash for shopping in the next two years www.paysafe.com @PaysafeGroup paysafegroup Lost in Transaction 7 Fig. 1: Changes in shopping habits Accessing emerging consumer segments Strongly agree Agree Disagree Strongly disagree Don’t know Age plays a significant role in today’s world while paying in the digital – turning consumer shopping behaviour. Across their original proposition on its head. all three markets, those under the age Target are now following suit with an of 34 are the most confident mobile in-store mobile payment offering. 20% 26% 24% 27% 3% shoppers, comfortable with using a phone Many more retailers will surely follow to browse while scanning the aisles. the showroom model, while there are When I am in a shop, I often use my mobile phone to shop around for better deals elsewhere others that will lose custom to them. The flip side of this trend is that with just a few 26% 36% 17% 16% 5% modifications to a payment suite (either in-store It’s clear that these retail giants are or online), companies can make their products catering for buyer types emerging from I am increasingly confident about using my mobile or services immediately more accessible Millennials and Generation Z – people who phone for shopping & ordering purchases to these emerging consumer segments. prefer dual-browsing and consider the convenience it offers as essential to their 30% 38% 18% 12% 2% Within this context there are many retail experience. These retailers understand disruptors intent on providing new shopping the experiences consumers will expect in five I shop online rather than going into physical experiences. The Amazon supermarket years from now, and are creating prototype stores much more than I did a year ago demonstrates that one can shop in the real versions of tomorrow’s technology. From dual-screening to dual-browsing Levelling the playing field The emergence of dual-browsing – when traditional catalogue businesses, such A few modifications to the payments suite true for smaller companies. And by being able people browse and buy online, while as the ‘warehouse’ retailer Argos, have can mean that a business will immediately be to provide a similar range of payment, pricing physically in-store – was inevitable. However, maintained or expanded their space able to offer the same options at the checkout and shipping options, a local bookshop some businesses have prepared for it far on the UK retail map in recent years. as established competitors. This is particularly can be on the same footing as Amazon. better than others. The Apple Store is a prime example of the reimagining of the retail The basic lesson is that new modes of customer experience. The physical store shopping have big implications and they is no longer just a place to buy products, become bigger when audience demographics New payment technologies are now levelling the but rather, a space to nurture customers. In are brought into the equation. This is playing field. Even smaller businesses can rely on May 2017, Apple announced its ‘Today at primarily because businesses that fail to Apple’ educational programme, designed prepare their ground for the shoppers of first-rate capabilities in payment, authentication to drive brand loyalty by providing creative tomorrow (whether through ignorance or and security. It’s a springboard they can use to classes such as photography and coding. stubbornness) will almost inevitably miss This was effectively a shift towards a out on huge opportunities. The iconic compete with the big guys. showroom experience, where customers Canadian retailer, Eaton’s, didn’t move with immerse themselves in the brand, rather the times and foresee changing consumer Jean-François Noël, CEO of FANS Entertainment and GOLO than simply buying products off the shelves.
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