"Irrelevance, maybe 10 years ago, was neutral. It's now damaging: consumers' expectations have risen... so that moment when you're given an irrelevant offer at the checkout has become the online equivalent of a shop assistant getting in your way,"
"The Transaction Moment isn't just a dopamine hit,"
"It reflects the journey customers take to get there. For Tails.com, that purchase shows care: choosing the right food is an act of love for their dog."
Irrelevant offers at checkout now harm conversion because consumer expectations have risen, with 62% of shoppers abandoning carts when faced with irrelevant offers. The online checkout ranks as a peak emotional moment: 73% of consumers say paying for and receiving goods is the happiest place online, surpassing scrolling social media or streaming. That Transaction Moment represents an emotional peak tied to the customer's journey; purchases can signal care, as with selecting pet food. Younger cohorts, especially thirty-somethings, Millennials, Gen Z and Gen Alpha, drive heightened anticipation and demand seamless, curated, and convenient digital experiences.
Read at The Drum
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