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How payment systems became your biggest brand asset

19 February 2021 All the advertising and CRM in the world won’t save a sale if your checkout options are lacking, explains Morag Cuddeford-Jones I feel lockdown has made me a lazy beast. Like the rest of the world, I’ve been doing the vast majority of my shopping online. And I’m getting bored. Bored of typing my address in 10 different ways (how hard is it to standardise the postcode, people?), bored of trying to fish my credit card out to use the CVV number, bored of the faff. I just want to click and go. Of course, there are several websites that already allow this. The ubiquitous Amazon, some of the more forward-thinking online grocers and any number of sites that let you check out using PayPal and others. In fact, Amazon realised it was onto such a good thing with its ‘Buy with 1-click’ that it now lends this payment mechanism to other sites, putting it in direct competition with PayPal.

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