Payments 101

for fast-growing
businesses
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Introduction
Your 101 guide to payments: How they work
and how they’ll help you grow your business.

Payments: Your competitive edge

There’s a lot to think about when you’re growing your business:
Distribution and logistics, marketing communications, and customer
service. And as you expand to new markets, the complexity only
increases with language barriers, cultural nuances, local regulations,
and local partners to deal with.

It can be easy to overlook payments and leave them to the last minute.
But if you do this, you’re missing a huge opportunity.
Payments will increase your revenue
and drive your growth
A report by Forrester found that businesses working with Adyen
typically increased revenue by 1%. So, if your annual revenue is $50
million, you’re looking at an additional annual revenue of $500,000.

Not bad for a few hours development work. But how?

Payments have the potential to unlock more revenue and give you an
edge over the competition by:
• making buying easy with an optimized checkout
• increasing conversion rates with local payment methods
• recognizing loyal shoppers and blocking fraudsters
• getting the best deals on international card fees
• ensuring valid payments are authorized quickly
• giving rich data insights into customer behavior

This guide will walk you step-by-step through a payment flow and explain
how each stage can help you close more sales while saving you money.

Quick links to chapters

How payments work

Chapter 1 Optimize your checkout

Chapter 2 Streamline point of sale payments

Chapter 3 Expand with local payment methods

Chapter 4 Fine-tune your risk management

Chapter 5 Get the best from your card processing

Chapter 6 Manage your recurring card payments

Chapter 7 Get the best from your payment data

How payments work
Before we dive in, it’s important to understand what actually
happens from the moment your customer hits “pay”. Here’s a
breakdown of the payment process.

Shopper The shopper hits “buy” or enters their card

into a pin terminal.

Gateway The gateway is the interface between the pay-

(or Checkout) ment process and your shopper. To keep things
simple, we’ll call it your checkout.

Risk assessment If the payment is online, the risk assessor checks

the transaction to make sure it’s not fraudulent.

Acquiring If it’s a card payment, the acquirer connects

to the shopper’s issuing bank and requests
authorization.

Processing The payment processor receives a response from

the acquirer and either processes the payment or
lets you know it was declined.

Settlement If the payment is authorized, the money

will be settled into your bank.

Each step along the way provides opportunities for optimization.

The following chapters will explain how.
Chapter 1
Optimize your
checkout
The checkout page is where your customer lands when
they hit “buy”. Here they enter their payment and delivery
details before completing the purchase. This is the
narrowest part of your sales funnel. It’s the culmination of
all your hard work. But you haven’t closed the sale yet…

In this chapter you’ll learn:

• Best practices for mobile payments
• How to support secure one-click payments
• How to keep your online checkout clean and simple

45% of shoppers in the UK have abandoned a purchase because

of a payment issue. This can be anything from a poorly designed
payment form to insufficient payment options or too many steps
in the process. The good news is that these issues are easily fixed.
Here’s how to create a checkout that will keep your customers
coming back again and again.

Be mobile-friendly
Today everyone’s increasingly tied to their mobile devices. According
to GSMA Intelligence, over half of the world’s population (some 5
billion people) are mobile internet users. Statista Worldwide predicts
mobile payment revenue will surpass $1 trillion USD in 2019. So
it’s no longer a matter of just supporting mobile, you have to do it
really well.

Guide Optimize your mobile payments: 5 best practices

 Average transaction value and screen size
As you can see in the graph below, consumers still tend to be more
comfortable making expensive purchases on large-screen devices.

Average transaction value among Adyen’s merchants

€200

€160

€120

€80

€40

€
Brazil France Germany Nordics UK US
Android mobile iPhone Android tablet iPad

Make sure your payment experience is optimized for all screen sizes
by creating dedicated interfaces for each device. The best option is
a response design that automatically detects the screen size of the
device and adjusts the payment process accordingly.

Chinese shoppers: Big mobile spenders

Not all high-value purchases are reserved for larger
screens. Chinese shoppers are increasingly used to
paying for expensive items on their smartphones. Mobile
wallets Alipay and WeChat Pay are showing high average
transaction values (ATV) on the Adyen platform. So don’t
overlook these methods if you’re selling high-value items
to Chinese shoppers.

Use digital wallets

Digital wallets (Apple Pay, Google Pay, Samsung Pay, Alipay, WeChat
Pay) make it easier than ever to pay on mobile, both online and
in store. With these, the card information is securely stored on a
shopper’s device and released after authentication (usually via
a fingerprint or a passcode).

Case Study foodora grows with mobile payment methods

Support one-click payments
Entering payment details is the least fun part of shopping, especially
on mobile. In some emerging markets where internet infrastructure is
unreliable, you risk a time-out before the purchase can be completed.

The answer is one-click payments, where the customer enters their

payment details once only. The information is then securely stored
for subsequent purchases, which they can complete with a single
click (or tap of their finger).

Keep customer card data safe with tokenization

The challenge with one-click payments is how to securely store
customer card data. Fortunately, this is made easy with tokenization
technology. Payment details are captured by your payments provider
and replaced with an encrypted token, which you can use to charge
transactions. So your customers can pay with one click and your
payments provider shoulders the responsibility of keeping the data safe.

Be aware of security concerns

In some markets, one-click payments might undermine
the perceived security of the transaction. Be sure to display
security icons and explain your data protection policy
clearly. Also, make sure your customers have access
to swift, flexible customer service, and make it easy to
cancel orders at any time.

The more you know about your customers and their habits the better.
For example, if an online food delivery marketplace knows what
someone ordered last month, they can offer a one-click payment flow
for the same order made today.
Keep the customer on your site
Redirecting your customer to another page with a different URL can
be fatal, especially on mobile where slower load times or (worse) time-
outs are more likely.

Today, it’s possible to cut the redirect and host the entire payment on
your site. You don’t have to worry about compliance (known as Payment
Card Industry or PCI compliance). You can accept cards and local
payment methods by embedding secure hosted fields into your page.
Your payments provider should handle the bulk of PCI compliance.

Hosting the payment on your site also means you have total control
over branding and layout. And, since you have all the data, you can use
conversion analytics and A/B testing to identify areas for improvement.

Optimize your online checkout with Adyen

Adyen Checkout is the fast, secure, developer-friendly way to accept
payments anywhere, on any device. You can create a secure, mobile-
optimized checkout in minutes, with just a few lines of code. For
customized mobile checkouts, our SDK comes with a suite of tools
to fine-tune the experience. Everything is hosted on your site, so you
benefit from on-page analytics to start A/B testing and find the best
payment flows.

Discover the Adyen Checkout

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Chapter 2
Streamline point
of sale payments
Just like your online checkout, the point of sale
checkout is the narrowest part of your sales
funnel. Your customer is in your store, they have
the product in their hand, and they’re ready to buy.
Don’t waste all your hard work by losing them now.
In this chapter you’ll learn:
• How to eliminate checkout queues in store
• How to make international shoppers feel at home
• How payment data can help you deliver personalized services

Let them skip the line

Few things are more off-putting than a long checkout queue.
According to our 2017 shopper surveys, 57% of British consumers
say queuing is their biggest frustration, and it will drive four out of
five US shoppers out of a store.

Eliminate checkout queues with mobile point of sale (mPOS)

terminals. These make it possible to take a payment from anywhere in
the store (a preference for 42% of US shoppers). You can even skip this
step entirely, letting shoppers scan QR codes and checkout in app.

Case Study See how a Dutch luxury department store

uses mPOS terminals
Give them access to your online stock
Out-of-stock issues are frustrating for both you and your customers.
Today, 42% of UK shoppers and 75% of US shoppers want to order
out-of-stock items directly from the store. This is made easy with
endless aisles: in-store kiosks or tablets where customers can
browse and order items online.

Case Study See how IC Group saves sales with endless aisles

Welcome international shoppers

with local cards
Make international shoppers feel at home by giving them the payment
options they’re used to. For example, if you get a lot of Chinese shoppers
in your store, be sure to support Alipay, UnionPay, and WeChat Pay.

Make it personal
Customer personalization is a hot topic at the moment. The key is to
surprise and delight your shoppers without intruding on their privacy.

Based on our US shopper survey and external research, here are some
examples of customer personalization that shoppers actually want:
• Link loyalty to the shopper credit card. This lets you apply loyalty to
all channels. Shoppers don’t have the frustration of forgetting their
loyalty card, and it saves you money as well.
• Be contextual. 50% of US shoppers want location-based discounts
and coupons sent to their smartphones.
• Anticipate shopper needs. Use your shopper trend data to ensure
your store is prepared for your regular shoppers.
• Be relevant. Greet online shoppers with a targeted selection of items
based previous purchases.

Article Customer personalization: What do shoppers actually want?

Streamline your point of sale payments

with Adyen
Adyen makes Unified Commerce easy by connecting your online and
point of sale payments in one platform. With just one partner you
can expand quickly into new stores and new markets and manage
everything centrally. This not only streamlines your business and cuts
costs, but gives you a single view of your shopper data. So you can
optimize and future-proof your business.
Chapter 3
Expand with local
payment methods
It’s an exciting time for cross-border
ecommerce. The global ecommerce market
is projected to double, climbing from $2 to
$4 trillion by 2020. On top of that, a report by
McKinsey predicts that the flows of goods and
services across borders will triple.

In this chapter you’ll learn:

• How to evaluate which payment methods to support
• How to integrate new methods

Businesses of all sizes are expanding across borders to reach

shoppers around the world. But before you rush to launch localized
websites and set up entities in new markets, it’s important to
consider how these international shoppers want to pay.

Guide Global payment methods around the world

Different payments around the world

Global N-America Europe Asia-Pacific

Canada Norway Sweden Switzerland China Vietnam

US UK The Netherlands Russia India Australia

France Germany Finland Indonesia Japan

S-America
Mexico Belgium Austria East Africa Philippines Thailand

online banking Brasil Portugal Denmark South Korea Hong Kong

wallet

local cards
Poland Turkey Malaysia
direct debit

open invoice

cash

prepaid card

Hundreds of millions of your potential customers don’t use

international credit cards. Instead, shoppers use an array of local
payment methods, like online banking, open invoice, e-wallets, cash
and local card schemes.

So, to reach your full potential in new markets, it’s vital that you offer
the payment options your local customers know and trust.
• In China, Visa and Mastercard make up a tiny proportion
of online payments.
• In Brazil, most cards issued are not enabled for international use.
• In Germany, three-quarters of shoppers prefer not to pay
with credit cards.

Purchase

And don’t forget mobile

Many local payment methods offer a mobile-optimized integration.
So don’t forget to integrate with mobile in mind.

Since iDEAL developed a mobile-friendly payment flow, 50% of

iDEAL payments are made on mobile. And mobile apps that support
iDEAL tend to have a higher conversion rate in the Netherlands.

Chinese mobile wallet Alipay, with a reported 520 million active users
worldwide, accounts for almost half of the $500 billion ecommerce
market in China. And WeChat Pay (part of the WeChat app) is China’s
fastest-growing payment method. Both are supported online and in
store. So, if you want to expand into China or serve Chinese tourists,
Alipay and WeChat Pay are must-have options.
One size doesn’t fit all
When evaluating which payment methods to support, it’s important to
consider your own business model. If you’re a subscription business,
for example, some payment methods won’t work for you as they
don’t support recurring payments. So make sure you understand the
functionalities and restrictions of each method you support.

So how do you support local

payment methods?
You have two options:
• Go to the payment method directly and integrate each one separately.
• Integrate via your payments provider

Integrating each payment method separately is fine if you’re only

selling in one market. But as you expand it becomes very time-
consuming. Not only does it take a lot of development work to integrate
each method, but you’ll have to maintain the integration as regulations
change and updates occur. You’ll also have to manage separate
contracts and reporting for each method.

It’s much easier if your payments provider can handle all this for you.
But it’s important to ensure they provide a good, well-maintained
integration with an optimized payment flow that works on mobile. It’s
also worth checking if they’ll take care of reconciliation.

Another important factor is pricing. You may suppose that you’ll get a
better price by going to each payment method directly. But payments
providers that process for many large merchants have strong leverage
to negotiate lower fees. So, while they will charge you a mark-up, you
should offset this with the lower fee they’ll negotiate and the time you’ll
save in terms of development hours and reconciliation.

Support local payment methods with Adyen

One contract and one integration with Adyen gives you access to all
key local payment methods around the world, optimized for mobile and
ready to go out-of-the-box. No need to set up a local entity in each new
market; going live is as simple as flipping a switch.

You can even serve up a targeted list of payment methods based on

your customers’ location, device, and basket value. So each customer
only sees the payment methods relevant to them.

Talk to a local payments expert

Chapter 4
Fine-tune your risk
management
In this chapter we’ll explore how to maintain the
balance between blocking fraudsters and letting
legitimate customers pay unhindered.
In this chapter you’ll learn:
• How payment data is used to prevent fraud
• How to increase conversions with Dynamic 3D Secure
• What’s coming in 3D Secure 2.0

The next step along the payment flow is risk. This is when your risk
system assesses the transaction to check for fraud.

Fraud is a pain for any business. According to the 2018 AFP

Payments Fraud Survey conducted by J.P. Morgan, 78% of
organizations were hit by payments fraud in 2017.

As your businesses grows, the threat only increases. Naturally the

temptation is to ramp up your risk settings to keep fraudsters out.
But this comes at the cost of your conversions as you’re more likely
to block legitimate customers accidentally (this is known as a false
positive).

Risk management is both a science and an art, and it’s important to

find the right balance between security and your conversion rates.
Use data to block fraudsters, not shoppers
Research company Edgar Dunn & Company (EDC) found that 24%
of businesses reported that more than 10% of the transactions they
rejected as fraudulent were actually legitimate customers.

So how do you get the balance right?

Best practice is to use data from multiple sources. The more data
that’s collected, analyzed, and linked, the more likely you are to spot
fraudsters.

Here’s an example.
It’s common for fraudsters to use stolen credentials across multiple
businesses. They can test a credit card at a music streaming site in
the US and then use it to purchase an airline ticket from Germany to
Japan. The trick is to work with a risk management solution that spans
multiple markets and industries. That way a single fraudster can be
tracked across multiple accounts on its platform.

“To minimize false positives, you need to understand the

user pattern — how much they spend, how frequently,
etc. You should remember the user’s last local payment
method. Also, inform users that 3D Secure is for their
protection. As a matter of fact, some users actually prefer
3D Secure for security purpose.”
Make use of Dynamic 3D Secure
3D Secure is that step in the payment flow when you’re redirected to
“Verified by Visa” or “Mastercard Secure Code” page.

It was developed by the major global card networks as an additional

security layer. If you use it, the liability shifts from you to the card
issuers, so you won’t be liable for any fraudulent chargebacks. But it
can also be a conversion-killer, especially on mobile.

The best approach is to use Dynamic 3D Secure, where transactions

are assessed in real time and only those that meet agreed criteria will
pass 3D Secure.

Some 3D Secure best practices:

• Customize your fraud prevention strategy based on your specific
business needs (industry, business model, countries of operation,
sales channels, customer payment preferences, etc.). So, rather
than applying 3D Secure to all transactions, you can use it
selectively on high-value or high-risk transactions.
• Educate consumers on the benefits of this extra layer of security.
• Regularly monitor and re-assess your strategy as market
conditions change.
• Closely coordinate with your payment partners to better
understand the impact of 3D Secure in specific countries or
for specific issuing banks.
 “Since implementing Dynamic 3D Secure in Germany, we
have seen 60% fewer chargebacks. Importantly, it has had
zero impact on our conversion rates. It is an effective way of
blocking fraud without unnecessarily disrupting the order
process.”

3D Secure 2.0
This latest version of 3D Secure will apply from April 2019. It was
created to optimize the process and adapt to adapt to the fast-growing
trend of mobile and the IoT.

3D Secure 2.0 comes with many improvements, including software

development kits (SDKs) to support app-based authentication and
integration with digital wallets. Importantly, it will eliminate the need
for the redirect. The goal is to use richer shopper data during the
transaction and fewer password interruptions so secure shopping is
easier than ever.

Manage risk with Adyen RevenueProtect

Get smart fraud defense built directly into your payments solution with
Adyen RevenueProtect.

RevenueProtect produces a global, real-time “graph” that spans

verticals and geographies, allowing us to see trends before any other
provider. You can then easily build intelligent rules tailored to your
business to identify fraudsters. And, to keep your business up-to-
date, our rule-based Risk Engine uses machine learning to learn and
optimize risk checks in real time.

We’ll also help you find the right balance with 3D Secure, and ensure
you’re 3D Secure 2.0 ready. As a result, your fraud will be down and
your revenue will be up.

Discover Adyen RevenueProtect

Chapter 5
Get the best from
your card processing
In this chapter we’ll look at how card processing
works under the hood, the multiple parties
involved, and how to make sure customers’
payments go through smoothly.

You’ll learn:
• How card processing works
• How to reduce your costs
• How to increase your authorization rates
• How to ensure recurring card payments are uninterrupted

It’s likely that credit and debit card transactions account for the
majority of your payments. So it’s important that (where possible)
these are authorized without a hitch.
 How does card processing work?
Card processing works as follows.

Payment processor passes Acquirer sends a request to the Issuer reviews the transaction
transaction details to the acquirer. customer’s bank (the issuer). and comes back with a
response: Approved or declined.

What’s an acquirer?
An acquirer is a bank or financial institution that acquires
funds from a shopper. It’s responsible for sending the
authorization request to the issuer and passing the
response back to the merchant.

To get the best from your card processing, it’s important to understand
the factors that impact the end result. These are processing costs and
authorization rates.

Card processing costs

Credit cards come with fees.
• Processing fee: Charged by your payment provider for processing
the transaction.
• Card scheme fee: Charged by the card schemes for using their
network.
• Interchange fee: Charged by the issuing bank.

These fees vary depending on the type of transaction, your location

and business model — to name but a few. It’s confusing, but it can
have a significant impact on your bottom line. The good news is that,
when it comes to interchange fees, there are things you can do to bring
your costs down.
Interchange fees explained
Interchange is usually the biggest expense when it comes to card
processing. It’s also the biggest headache, since the structure and
fees vary for each market, and they change all the time.

Fortunately efforts are being made to standardize interchange with

stricter rules and the introduction of fee caps in various markets.
Europe kicked this level of standardization off back in 2015, and
Australia jumped on the bandwagon in 2017.

There are other factors that impact how much interchange you pay.

Domestic processing
Just like mobile roaming fees, transactions are generally cheaper if
processed locally. So it’s better to use a local acquiring connection if
you can to benefit from local regulations and incentivized rates.

Incentivized rates
Interchange fees vary from market to market. In the US and Australia,
for example, Visa and Mastercard grant lower rates to specific
businesses like charities, travel agents, streaming services, and
utilities. So you want to ensure your transactions are going through
under the correct category.

Any savings made will be passed onto you, if your payment provider
bills you using the interchange++ pricing model.

What is interchange++ pricing?

This is a pricing model that adjusts based on the
interchange rates.

Interchange++ vs Blended
With a blended rate you pay an average processing cost,
plus a fixed markup. You’re charged the same price for
every transaction, which keeps things simple, but you’re
also likely to be subsidizing larger businesses that have the
leverage to negotiate lower fees.

Interchange++ pricing tracks the interchange rates. So

when they go down, your costs go down. And you get to
see exactly what you are charged for every transaction — so
there’s no danger of hidden costs or additional surcharges.
Card authorization rates
25% of declined transactions lack valid reasons.
Of course there are good reasons to decline a transaction, like insufficient
funds or suspected fraud. But often the card is declined because there
was a temporary outage somewhere in the network, or the issuing bank’s
interpretation of the payment request was different to the acquirer’s.

So what can you do about it?

The key lies in understanding why the card was declined in the first
place. If you have this information, you’ll know if the decline is valid and
if not, be able to take action.

This is where your acquirer comes in.

The acquirer is usually another 3rd party provider in the payment
process. But, in Adyen’s case, acquiring is built into our platform and we
pass the information from the issuing bank directly to our customers. So
you can see which card payments were unsuccessful and why.

Here’s an example.
An Italian issuer was declining recurring transactions outright because
no CVV was submitted. Once we knew this, we submitted the payment
with the CVV field included (even though it was left blank). After that the
issuer started to approve transactions.

“Our overall authorization improved by 20% since

we started working with Adyen.”

Get the best from your card

processing with Adyen
You don’t have to be a payment whiz to turn declined card payments
into approvals. And you don’t have to spend time worrying about
fluctuating interchange fees. We’ll do it for you.

Our smart data tools are designed to detect downtime and spot
irregularities in banking systems. We then use this information to
adjust payment requests in real time, maximizing the chance of an
approval. We’ll keep you informed about any changes to interchange
rates that will affect you, and our dedicated team monitors rates and
regulations to ensure you get the best deal. Plus, our local acquiring
licenses in key markets around the world give you access to lower
domestic rates.

Discover Adyen’s optimization tools

Chapter 6
Manage your
recurring card
payments
If your business model depends on regular,
repeating payments, you don’t want these
unnecessarily uninterrupted — and neither does
your customer. For this reason many businesses
decide to keep their cards on file.
You’ll learn:
• How to ensure recurring card payments are uninterrupted

Keep your cards up-to-date

When storing the cards on behalf of your shoppers, you have to make
sure their details are up-to-date — even in if the card is lost, stolen or
expired. For this purpose the card schemes provide Account Updater
services that let businesses and acquirers replace invalid card
numbers with new ones
 Adyen Account Updater
Adyen Account Updater works in real-time to ensure your cards-
on-file are valid. We connect you to Visa and Mastercard Account
Updaters without you having to formally enroll with the schemes and
demonstrate compliance, which is handled by us. So, whether the
transaction happens today or two years from now, you can be sure the
card is up-to-date.

Automatic retries
Payments often fail because of an outage or downtime in the
patchwork of legacy systems that make up the traditional payment
flow. To limit the impact it’s worth retrying payments that fail because
of technical reasons.

Here’s an example.
HelloFresh was experiencing a high rate of refusal due to technical
issues. To combat this, Adyen identified when and why the transaction
had failed, and retried it immediately again via a different acquiring route.

Fine-tune your billing strategy

There’s not much you can do if your customer has insufficient funds.
But you might be able to increase the odds of a successful payment if
you bill them at the right time of the month.

The graph below shows the refusals due to insufficient funds in

different countries. The UK, for example, sees a spike in refusals
toward the end of the month, just before payday.

Refusals due to insufficient funds

Austria Denmark France Netherlands

60% 9% 48% 0.38%

54% 38%
7%

0.21%
41% 5% 19% 0.14%

Poland Sweden United Kingdom United States

67% 66% 42% 67%

63%
60% 44% 36%

29%
53% 32% 56%
 ”Retention is obviously our primary goal, and the optimum
outcome for that would be a successful authorization
on the first rebill attempt... But if you’re looking for one
key metric to base your rebill strategy around, country is
definitely the most important and where you’ll find the most
consistent trends in behavior.”

Process subscription and recurring

payments with Adyen
Adyen offers integrations to key subscription management systems,
including Aria, Salesforce Commerce Cloud, Magento, and Zuora.
You’ll benefit from a range of features like Adyen Account Updater, and
Auto Retries.

Discover more about subscription and recurring payments. Download

our Ultimate Guide below:

Guide Get the Ultimate Guide to Subscription and

Recurring Payments
Chapter 7
Get the best from
your payment data
In this chapter we’ll look at how payment data can
be used to help your business in several ways.
You’ll learn:
• What customer insights you’ll have at your fingertips
• What “unified commerce” is and why it’s important
• How payment data can help you provide a more personalized
experience

Finally, the payment has gone though, the money is taken from your
customer’s account and credited to yours. Now what you have is data.

You can learn a lot about your customers from your payment data:
• Where they are
• How much they’re spending
• How often they buy from you
• What device they’re using
• Which channels they prefer
• What payment methods they prefer
 If your payment data from all devices, channels, and markets feeds into
the same platform, you’ll have a global snapshot of your customers in
one place. This is gold dust. You’ll be able to paint a detailed picture
of your customers’ needs, wants, and preferences; target specific
customer segments; and deepen existing relationships.

Unified commerce
It used to be multichannel, then it became omnichannel, and now it’s
unified commerce. In simple terms it means everything is connected:
Your customer can buy via multiple devices and channels, and across
multiple markets. And, instead of each interaction being managed by
separate systems, it’s all consolidated into one.

Unified commerce gives you some really interesting insights from

your payment data. For example, if you have an ecommerce site and
physical stores you can:
• Measure the impact a new store has on your ecommerce sales
• Identify clusters of online shoppers to help you decide where to
open a new store
• See what proportion of your in-store shoppers come from overseas

heatmap

Discover Adyen’s optimization tools

Customer personalization
Insights from your payments data will let you create tailored experience
for all your customers. In fact you can be so targeted that no two
customer journey’s need look the same.

Personalized checkouts
Take a look at the two checkout flows below. This is the same
checkout, but two different customers. The checkout has adapted
to the customer’s location and the apps they have installed on their
smartphone.

Pay with iDeal

Pay with iDeal

Buy with

Contextual marketing
This is all about sending the right messages to the right shoppers at
the right times. 50% of US shoppers want location-based discounts
and coupons sent to their smartphones.

You can do this in different ways. One example is to send push

notifications to shoppers near your store, enticing them inside with a
discount on an item they’d been browsing online. Or, since most new
payment terminals come with beacons installed, you can recognize
your shopper at the point of sale via their mobile app. You can then
give them the option to pay in-app and relinquish points they’ve
accumulated.

Get powerful customer insights with Adyen

Adyen gives you a single view of customers across devices, channels,
and markets, helping you to build a deep understanding of your
customers. Our comprehensive reporting is available in one back-
office. So you have all the information you need to win more customers,
build loyalty, and increase your revenue.

Discover Adyen’s data tools

About Adyen
Adyen is the payments platform of choice
for many of the world’s leading companies,
providing a modern end-to-end infrastructure
connecting directly to Visa, Mastercard,
and consumers’ globally preferred payment
methods. Adyen delivers frictionless payments
across online, mobile, and in-store channels.

With offices across the world, Adyen serves

customers including Facebook, Uber, Microsoft,
Spotify, Casper, Bonobos, and L’Oréal.

We’d love to set up a call to discuss how we can help you reach
your business goals. Visit adyen.com to get started.