Verifone (NYSE: PAY), today announced the findings of its UK consumer study that shows how British shoppers are taking to new technologies enthusiastically as they browse and pay for goods and services. Yet with these advances and choices comes a need for retailers to offer promotions and incentives consistently across all channels to maintain brand loyalty and provide positive experiences to their customers, according to the study.
FAMILIARITY WITH NEW PAYMENT METHODS ON THE RISE
Overall, it found that familiarity with new payment methods is rising; 38 percent of respondents in London were either very or somewhat familiar with contactless payments, and 21 percent were very or somewhat familiar with mobile wallets. Yet cash remains the primary choice of payment in the UK for 65 percent of the respondents, followed by chip and PIN transactions and online payment methods.
Conducted among 1,085 UK adults last month by Censuswide, the survey gives a view of consumer attitudes toward in-store and online shopping experiences, and how they want to be treated by retailers. It also examined the extent to which the application of new technology in retail environments has shifted expectations and customer satisfaction.
The effect of the rising prominence of technology in retail experiences is clear, with 56 percent of respondents saying the breadth of new ways to pay in-store is important to them. Three out of 10 supported improvements made in the range of payment methods at the point of sale, while 32 percent saw mobile applications that stored card details as important or very important.
The results also show that e-commerce continues to evolve and bring new opportunities to retailers, with in-store (75 percent) and online (72 percent) shopping now practically equal in popularity. However, only 10 percent of respondents had shopped by mobile phone. And, the same number said they now expect less human interaction because of new technology, showing that the personal touch remains crucial to the retail experience.
NEW TECHNOLOGIES, NEW EXPECTATIONS
The introduction of more technology has also shifted expectations, with consumers wanting retailers to use it to enhance their marketing and the way discounts are offered. Better sales promotions or discounts are now expected by 35 percent of respondents in exchange for their loyalty through a more connected approach to commerce, and 32 percent expect to be treated consistently across all payment methods, marketing channels and whether shopping in-store or online.
“We are seeing UK consumers begin to take to new technologies with enthusiasm, indicating that mass adoption won’t be far away,” said June Felix, President of Europe for Verifone. “However, shoppers also want to feel that retailers value and understand them more because of these technologies. Therefore, it’s imperative for these new technologies to provide a connected commerce experience that is clear and relevant to the consumer. Otherwise, retailers risk frustrating and even eroding trust with their customers.”
IMPROVE THE EXPERIENCE WITHOUT COMPROMISING SECURITY
“Security has become a primary and integral part of that experience both for e-commerce and in-store, with retailers expected to assure the same level of protection wherever or however people shop. The age of the customer is also a consideration. We found that the older a person is, the more worried they are that their shopping will lead to a personal data breach or fraud. Retailers need to find ways to continue to improve the retail experience and in particular reduce wait times—without compromising security in any way,” she said.
Other key survey data include:
- Online shopping has become ingrained in daily life, with 81 percent of respondents inputting card details online regularly or fairly regularly
- Loyalty card schemes have a huge impact on meeting consumer needs, with 78 percent rating them as important in improving the way they shop. Point of sale technologies and processes will need to become more integrated with marketing and promotional benefits in order to sustain customer loyalty between purchases
- When asked about what factors most contributed to a negative shopping experience, 73 percent cited having to queue to pay while 75 percent indicated price as the biggest factor in a happy shopping experience
- Although 49 percent believed speed of purchase was more important than security in-store, security of online transactions was seen as more important, for 35 percent, than speed of purchase
- Simplicity with assured security is important, as 23 percent said payment devices being easy to use was their primary concern
LEARN MORE AT RBTE 2015
To learn more about these findings, visit Verifone (Stand 450) at RBTE 2015 (Retail Business Technology Expo).
Safe Harbor Statement under the Private Securities Litigation Reform Act of 1995 for VeriFone Systems, Inc
This press release includes certain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These statements are based on management's current expectations or beliefs and on currently available competitive, financial and economic data and are subject to uncertainty and changes in circumstances. Actual results may vary materially from those expressed or implied by the forward-looking statements herein due to changes in economic, business, competitive, technological and/or regulatory factors, and other risks and uncertainties affecting the operation of the business of VeriFone Systems, Inc., including many factors beyond our control. These risks and uncertainties include, but are not limited to, those associated with: market acceptance of our product and services offerings, execution of our strategic plan and business initiatives and whether the expected benefits of our plan and initiatives are achieved, short product cycles and rapidly changing technologies, our ability to maintain competitive leadership position with respect to our payment solution offerings, our assumptions, judgments and estimates regarding the impact on our business of the continued uncertainty in the global economic environment and financial markets, our ability to successfully integrate acquired businesses into our business and operations, our ability to protect against fraud, the status of our relationship with and condition of third parties such as our contract manufacturers, distributors and key suppliers upon whom we rely in the conduct of our business, our dependence on a limited number of customers, the conduct of our business and operations internationally, our ability to effectively hedge our exposure to foreign currency exchange rate fluctuations, and our dependence on a limited number of key employees. For a further list and description of the risks and uncertainties affecting the operations of our business, see our filings with the Securities and Exchange Commission, including our annual report on Form 10-K and our quarterly reports on Form 10-Q. The forward-looking statements speak only as of the date such statements are made. Verifone is under no obligation to, and expressly disclaims any obligation to, update or alter its forward-looking statements, whether as a result of new information, future events, changes in assumptions or otherwise.
About Verifone (www.verifone.com)
Verifone is transforming everyday transactions into opportunities for connected commerce. We’re connecting more than 27 million payment devices to the cloud—merging the online and in-store shopping experience and creating the next generation of digital engagement between merchants and consumers. We are built on a 30-year history of uncompromised security. Our people are known as trusted experts that work with our clients and partners, helping to solve their most complex payments challenges. We have clients and partners in more than 150 countries, including the world’s best-known retail brands, financial institutions and payment providers.
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