The emergence of omnichannel leads to a restructuring in the retail industry. Retailers want to reach the buyer who wants to make his purchase anytime, anywhere and in any form. Why the topic payment is so important for the successful implementation of omnichannel applications, explains Volker Steinle, Country Manager Germany at Adyen.
Mr. Steinle, what is the role of the factor of payment in trying to provide the omnichannel customers with a pleasant shopping experience?
Today, retailers want to reach the shoppers who want to shop anytime, anywhere. And especially payment is an important link to provide customers with a pleasant shopping experience. Only few retailers follow a real omnichannel approach, because distribution channels are traditionally often held completely separate and for each channel or each country there is an own payment function is placed. For customers, this is like buying at various retailers.
An omnichannel strategy will only ever be as good as the payment strategy behind it. All innovative omnichannel Use Cases like “Endless Aisle”, “Click & Collect” or in-store returns function only with seamless payment and refunds and offer customers and consequently also the retailers a real added value and unique selling point.
Adyen is the company behind the quarterly released Mobile Payments Index (MPI). What are the current developments in the field of mobile payment transactions?
Since June 2013, we observe a steady increase of mobile payments for online transactions in the Mobile Payment Index, which currently stands at 30 percent worldwide. For this point we measure payment requests that are initiated from mobile devices such as smart phones and tablets.
In Q2 2015, there were still 28.7 percent. On the German market, the share of mobile payments has grown only slightly from the 2nd to the 3rd quarter 2015 - by 1 percent to now 25 percent. However, compared to the same quarter last year, the trend towards mobile payment can be clearly seen: At that time, the proportion of mobile transactions amounted to just short of 17 percent, which means that within just one year, sales on mobile devices have increased by almost 50 percent. We also see that local payment methods tremendously gain in importance: More than 50 percent of all mobile payment transactions are made via local payment methods such as debit, IDEAL or Alipay. The percentage of smartphone transactions compared to tablets has also increased. This is also the case in Germany: Smartphones have been used here for mobile payment transactions more than twice as often as tablets.
Adyen is also exhibiting at EuroCIS 2016th What are you going to present at the show?
As a real omnichannel payment service provider, we will show an omnicannel live demo at EuroCIS at which visitors can try out the payment experience in a shop across all channels (online, mobile, POS) and see how these transactions converge in a single backend and what potential this could offer for retailers. We are the only payment service provider which has build a seamless bridge between online and offline, as we have the latest payment platform, which was built with exactly this vision in mind, namely merging the online and offline shopping experience for retailers and customers.
Our platform makes it possible for example to order in store only through recognition of the customer based on his payment data, such as e-mail address or card number, as well as executing refunds directly at the store, although the customer has ordered online.