""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," says Marc Allsop, head of EMEA at Rokt."
"And the numbers back it up: 62% of shoppers say they'll abandon their cart altogether if faced with an irrelevant offer."
""The Transaction Moment isn't just a dopamine hit," says Whitear: "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.""
Checkout is a prime high-engagement moment where relevancy unlocks emotional value and conversion. Consumers increasingly expect personalized, timely offers at the point of purchase; irrelevant offers now harm experience and cause abandonment, with 62% saying they will abandon carts faced with irrelevant offers. For 73% of consumers, the moment of payment and receipt is the happiest online experience, reflecting an emotional peak labeled the Transaction Moment. Younger cohorts—Millennials, Gen Z and Gen Alpha—drive stronger anticipation for online shopping and prioritize curation, convenience and control. Seamlessness and contextual relevance at checkout are critical to capture that consumer uplift.
Read at The Drum
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