Poor payment experiences cause luxury brand shoppers to go elsewhere

62% of luxury brand consumers will shop elsewhere if retailers provide a poor payment experience, according to research published by Vyne.

Over 2,000 British consumers were surveyed for this.

86% of respondents with a household income over £75,000 are open to trying out new methods of online payment, which is 25% more than those from households with a lower annual income (61%).

Frustrations with card payments, such as slow authentication checks and concerns around fraud, have left luxury retailers seeing a dramatic increase in basket abandonment.

In an average week, 19% of individuals from higher income households abandoned their basket at an e-commerce checkout.

Security is a major concern affecting luxury brand shoppers and 74% of respondents from higher income households stated that they would use an option which enables them to authenticate themselves using their banking app, rather than using traditional card payments, if this was available to them.

Karl MacGregor, CEO and Co-founder at Vyne, says: “There is a clear appetite for the purchasing of high value goods, as the luxury retail sector saw a total revenue of £12.16 billion in 2021.”

“The challenge is that high value consumers expect seamless experiences and the current payment options being provided by most luxury brands do not live up to these expectations.”

“Our research demonstrates that high value shoppers will not tolerate outdated payment solutions. If luxury retailers want to build a loyal customer base and reduce checkout abandonment, it is imperative that they implement solutions fit for the modern consumer.”

The research also uncovered that the return of purchases has been a major pain point for online shoppers, with 31% of all respondents stating that the refund process is tedious and frustrating.

76% of those in higher income households would be more likely to shop with a luxury brand if they offered instant refunds and, if available, 78% would use a payment method that enabled instant refunds over their traditional one.

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