An omnichannel experience should empower customers to pay however they choose, whether they're shopping online, in-store, over the phone, or in-app.
So which payment types might you need to consider, as part of your omnichannel strategy?
Credit and debit cards
Traditional card payments rule, for online and in-store transactions, mobile apps, and more. Visa and Mastercard are the table stakes, with Amex, Discover, and UPI all valuable for key segments – international, corporate, affluent. In-person and on the move, contactless transactions are now more frequent than Chip and PIN, so this is a must have.
Apple Pay, Google Pay, and PayPal all allow customers to store their card information digitally and make payments in-store, online, or through mobile apps. They enable additional convenience and customers love them, especially younger demographics. If you’re looking to expand into new markets, there are some international standouts you’ll want to consider, like AliPay or WeChat.
Scanning a QR code displayed by the merchant can initiate a payment transaction, through a mobile app linked to the customer's payment method. QR codes also unlock other experiential features, like digital menus, in-app ordering, and pay at table options.
Customers authorise transfers or direct debits directly from their bank account, for online purchases, bill payments, and other transactions.
While cash use is declining, some consumer segments aren’t ready to give it up and it should be factored into an omnichannel experience. Even if you decide not to take cash, it’s worth planning the implications for customers who prefer or are limited to making cash transactions.
Buy Now, Pay Later (BNPL)
Allows customers to make purchases and pay for them in instalments over time. It's becoming more popular in omnichannel retail environments, especially in fashion, so it’s important to understand the profile and attitude of your customer base.
In-app payments mean users can make purchases or transactions without leaving the app. Apps are the ultimate shop window – owners control every part of the experience, and they should provide the best in customer value and convenience.
Loyalty Points and Rewards
Many retailers allow customers to redeem loyalty points, gift cards, or rewards earned across various channels to offset their purchases. If this is something your business currently offers, customers will expect this to be part of your omnichannel strategy. Loyalty points and rewards are a great way to boost brand loyalty, encouraging repeat purchases.
When developing an omnichannel strategy, it is vital to build-in all the payment types your target audience demands, and ensure you understand, test, and plan your omnichannel payments experience from a user’s point of view. This will enable you to offer your customers the best experience with your business possible, increasing conversions and brand loyalty.