Putting Customers' Needs First With BNPL

The explosive growth of Buy Now, Pay Later (BNPL) has confirmed what retailers have known for a while: digital checkouts have changed. At the forefront of that change is the customer and they’re quickly shifting and intensifying expectations — both for alternative payment methods and superior experiences.

Offering a BNPL solution is a strategic foot forward in demonstrating that you’re serious about meeting those expectations. And it can be a critical tool to strengthen your brand reputation and build better relationships, not to mention increase sales and average order value. In a rapidly evolving sector, there are multiple considerations to make regarding BNPL, which can make the difference between an abandoned cart and long-term customer loyalty.

BNPL is a clear message that your business is in line with how modern customers want to shop. Features such as soft credit inquiries, instant approvals and a frictionless checkout process all contribute to a convenient experience that shoppers know, love and expect.

Perhaps more importantly, BNPL also sends the message that your business is on top of new technologies and pays attention to trends. While native universal checkouts are increasingly becoming a reality, having a website with a payment alternative is a good idea for a brand’s longevity and can have a direct impact on their feedback and sales.

Customers regularly make purchasing decisions based on their access to information and being able to trust that a brand is being upfront with their purchase and payment details.

Retailers should take this seriously and examine how the checkout experience meets these expectations for credibility. BNPL late fees have become a prime example of where a lack of transparency can get in the way of brand trust. Providers who aren’t upfront about fees, or who base their revenue gains on fees, can reflect poorly on the merchant brand they are partnering with. Likewise, providers who don’t take customers’ marketing preferences seriously can do a disservice to the brand.

The bottom line is that credibility matters and often a customer won’t recognize the difference between a BNPL provider and the actual merchant. When a customer has a negative interaction with a BNPL partner, they will take it out on the merchant. In contrast, a great BNPL experience elevates brand trust, leading to strong loyalty with the merchant brand, even when loyalty wasn’t there previously.

Built on Citizens’ extensive experience in the retail space, Citizens Pay has helped retailers engage customers with flexible BNPL solutions that meet expectations for modern checkout experiences and positive brand interactions. A key differentiator is that Citizens Pay can be easily integrated within any point of sale interface and can be fully customized with a range of payment and to meet the needs of merchants and their customers.

With the support and strength of a regulated bank, Citizens Pay also helps boost brand reputation and trust, reassuring customers that the merchant they are doing business with prioritizes transparency and credibility. Businesses that have partnered with Citizens Pay are more successful in engaging their customers, building better long-term relationships, and creating a purchasing experience that drives positive sales results.

Learn more about BNPL and how it can help improve your brand’s reputation and enhance the customer experience at Citizens Pay.