The number of retailers issuing profit warnings hit a seven-year high in the first three months of 2018 according to The Times. With increases in connected devices, customers now expect omnichannel experiences, personalised offers, and for the purchasing journey to be a seamless one. Along with this, research suggests that most consumers will shop around rather that stick to the same brands according to The Telegraph. This seems to be hitting traditional high street retailers hard. Interestingly, rather than an across the board decrease many retailers are seeing increases in sales and profit. The reason for the stark contrast? A shift in culture by putting customer experience first and adaptation to eCommerce.

Ecommerce has seemingly been the common denominator amongst retailers as the reason for high street store closures. Companies investing in eCommerce are clearly at an advantage, one such example of this can be seen with AllSaints.

Describing their customers as ‘tech savvy’ and ‘on the go,’ AllSaints understood they needed to create a smooth customer journey to fit around them, and PCI Pal was selected for telephony payments. Since implementing PCI Pal, they have seen a two-thirds reduction in how long it takes to process a phone sale, which means they can handle more calls and take better care of their customers which enhances customer experience.

Of course, phone payments are one part of the customer journey, but what this highlights is that retailers dedicated to enhancing the customer journey are ahead of those slow to adapt to the changes in consumer habits. As we become a nation of eCommerce shoppers, the role of the traditional high street will shift more to one of experience and convenience. Getting back to basics of good customer service and seamless customer journeys are proven to be working, and companies slow to adopt this model are now suffering as a result.


To discuss how PCI Pal can assist you, get in touch with one of our experts.