10 Digital Marketing Holiday Trends Retail Marketers Need to Know
The reduction of friction leading to device agnostic conversions
Now think about the mobile experience for a moment. Think of the steps that retailers require in the checkout experience. Billing information, Shipping information, payment information; there are generally many fields and while browsers like Chrome help populate some of these metrics, the completion of these fields is time-consuming and cumbersome, causing friction. Despite having some of the strongest thumbs of any generation, we just expect more out of our experience. Gateways like Apple Pay, Samsung Pay, PayPal, Amazon Checkout, and Google Wallet have spoiled us into enjoying a wonderful retail experience, free of form friction. The continued rate of adoption for those services by retailers has eased the purchase experience and will continue to do that in the retail holiday season. Those retailers who actually think about the mobile experience, from cart to completion, will earn a larger share and the adoption of these larger payment gateway systems may ease checkout angst.