Improvements in customer convenience were delivered by tokenising cardholder data. Some elements of the customers’ payment details are held in a highly encrypted form so returning customers don’t need to manually enter their payment details again. This additional feature helps speed up the checkout process, reduce customer friction and the likelihood of abandoned shopping carts.
The Matalan app is playing an increasing role in developing the brand’s customer experience as it leads the market in bridging the in-app, ecommerce and in-store experience.
Ultimately, Matalan consumers will enjoy a highly personalised experience where they visit a store, select an item and pay via the app as they bypass the traditional checkout process.