Creating a frictionless shopping experience December 10th, 2019

Creating a frictionless shopping experience

With the rise of contactless, PayPal One Touch, touch ID, and mobile payments such as Apple Pay, customers are becoming more accustomed to a fast and efficient transaction process, especially online. Having to fill out long forms online is guaranteed to make a customer click the X button and leave the checkout process. It's important that the customer is remembered each time they visit a site; this makes them feel valued and saves time filling out delivery and card details. Another bug bear for customers shopping online is to pay for delivery, especially when it is slow. Fast and free shipping is an additional way of making the purchasing process friction free for your customer and is something that the majority of retailers are offering. Alternatively, by offering the option to click and collect this provides a convenient way to receive goods without browsing in store or queuing to pay. This is especially convenient when your store has a dedicated click and collect checkout – so queues for the regular checkout do not get congested and customers can quickly collect their items and leave.  

For in-store shopping, the concept is very similar. The process from when the customer enters the shop to when they leave must be seamless, experiential and most of all frictionless. Long queues to pay for goods can make customers turn around and walk out, while an overcrowded store can create a stressful environment for customers. Similarly, out of stock situations can lead to anger and frustration. All these issues may cause a customer to leave, unlikely to return. 

So how can these issues be resolved?  

An accessible way for shops to reduce friction is mobile checkout. It first gained popularity in Apple stores and now many larger retailers use this method, particularly during busy shopping periods like black Friday. It's an effective method of checkout as it means customers don't even have to visit a till, whether self-service or not, nor do they have to queue; they can simply pay for their goods on the shop floor with any member of staff equipped with a payment terminal and Bluetooth receipt printer. 

Digital receipting is becoming more common as it saves customers from rifling through receipts in their wallet or purse when they are conveniently stored on their phone or device. However, this can sometimes cause friction as queues build due to customers providing e-mail details in order to receive the receipt. There can also be privacy concerns with handing over your email address at the checkout. 

The answer 

Star's digital receipting solution, AllReceipts™ is somewhat different. All customers have to do is download the app, scan the QR code on the bottom of their receipt and it will be immediately stored on their phone or mobile device. There's no need to give any personal details or e-mail address at the point of sale as it's all handled automatically by the AllReceipts app. Customers don't have to spend time giving details or worry about being added to a marketing list. Receipts can be found in the app and even filed by date or retailer, so no more searching through receipts to find the right one. 

Contact your BlueStar Europe representative and provide your customers with the ideal shopping solution! 


Samantha is BlueStar's Digital Media Specialist, and the primary contributing writer for VartechNation. Previously, she has worked as a Public Relations Associate and a Social Media Manager.