UK shoppers share vision of the future checkout experience

Published on 18 June 2013 by in Latest News

biometric scanning mobile payments customer experience UK shoppers share vision of the future checkout experienceDespite initial slow uptake rates for mobile wallet services, UK consumers would be open to even more futuristic payment technology, according to a report from WorldPay.

Results of the online payment specialist’s latest research suggest 49 per cent of customers would like to see biometric payment options available, such as palm print or iris scanners. Surprisingly, this figure dwarfs the 30 per cent interested in PIN-based smartphone payments.

WorldPay’s deputy chairman, Ron Kalifa, offers one possible reason for this finding in Internet Retailing magazine, explaining;

“It’s interesting to see the public considering options such as biometric payments, a science that they may have seen in sci-fi films or on TV, which suggests familiarity and visibility of new payment technologies is crucial in moving usage from tech-savvy enthusiasts to the wider public.”

Beyond familiarity though, there may be other reasons for consumers to see this highly personal form of payment technology as the ultimate checkout experience. Primarily, biometric scans largely avoid the issue of theft that applies to mobile phones, representing a more secure payment option. If effective scanning technology is utilised, they could also lead to a convenient and efficient checkout process where customers would be able to make purchases even when they have left their phone or wallet at home.

From the perspective of the retailer, in many ways these potential future payment technologies represent a similar opportunity as mobile wallet services for the brand to identify consumers within the physical store.

However, unlike mobile, biometric scanning does not provide a medium for personalised communications, such as offers based on previous purchases, or a way to track the consumer’s movements within the store. As a result, retailers would most likely wish to use the two technologies together, offering alternative incentives for the consumer to use their mobile while in store such as free WiFi.

For further insight into the level of customer service today’s shoppers expect from leading brands, contact numero.

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