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By Vogue Business for Worldpay from FIS
August 31, 2020
Digitization of fashion has become a necessity, not an option, thanks to the COVID-19 pandemic. With the possibility of social distancing becoming a long-term measure, brands can only reliably count on digital means to engage with customers over the next 12 months.
Steve Sacks, customer director at Selfridges, feels that even when customers can return to stores, his strategy will be about catering to different mindsets. “There is no one model for the next six to 12 months. Many of our customers can’t wait to get back in store. But for many others, they have said that even when they can, they would prefer to stay with their digital experience for a while.”
The digital experience is now essential, especially for luxury brands, but it has sometimes been an afterthought. Maria Prados, vice president of global retail at Worldpay from FIS, says that for an industry that is highly invested in the top of the funnel, user experience within checkout is often forgotten, despite it being the place where brands make their money.
“With fashion retailers unable to rely on customers being – and wanting to be – in physical stores this year, it’s even more important that the end of the digital payment process fits into the end-to-end omnichannel brand experience, and that the online sales actually happen,” Prados says.
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