ALGORITHMIC AISLES BRINGING THE SIMPLICITY OF E-COMMERCE TO THE PHYSICAL STORES Sarah Koch , director of marketing and communications at Aevi , explores the key aspects of online shopping and how to replicate them in physical retail
Why should in-store shopping feel like a chore when online is so convenient? E-commerce has raised consumer expectations with clearer layouts, endless choices, fast checkouts, and personalised experiences. As digital payments expand and shopping habits evolve, how can we bring these advantages in-store? You are browsing a charming vintage shop for a last-minute gift. The store’s atmosphere envelops you; shelves are brimming with one-of-a-kind finds. Perhaps you cradle a doll, smell a scented candle, you get lost in memory lane then you find it, hidden in a corner: the perfect gift. You make your way to
the till, only to be met by the startling sight of a long queue. Why is it moving so slowly? Finally, it’s your turn, but then, the ‘Cash Only’ sign looms, almost as retro as the shop itself, and a stark barrier in a digital world. Customers value the control, flexibility, and straightforward self-service they find online, but what constitutes a positive payment experience when shopping in a physical store? BEYOND THE PARADOX OF CHOICE: MORE PAYMENT OPTIONS MEANS BETTER SHOPPING Payment choice is essential: online stores offer a variety of payment
methods, from traditional cards to digital currencies, however, physical stores can match this degree of choice by enabling various payment options. Digital wallets are prevalent among younger customers, Gen Z in particular. To serve these demographics, a store should accept mobile payments like Google Pay or Apple Pay. An all-in-one POS system is the most powerful option for accepting multiple payment types. As the name suggests, this system allows you to combine all components of a POS system into a single device. Digital wallets aren’t the only option: BNPL (buy now, pay later) has been popularised by e-commerce and it has been gaining traction in physical retail
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THE PAYMENTS POWER 50
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