What we buy influences how, when and where we’d like to receive the product or service. For example, when you book your hair appointment in a salon, you fully expect to go there (pandemic aside). If you order stationery online, you expect it to be delivered to the address you request. If you order a take-out, you expect to pick it up, at a time you select.

So what are the key drivers that push this continuous innovation?

Our desire for simplicity. Our need for convenience. The expectation that every retail proposition and promise should be fulfilled. And what are the innovators doing to ensure they keep up (or, ahead) with the ever changing demands of such a diverse consumer base?

Whether consciously or not, we’re being anonymously profiled, daily. We’re familiar with the ‘accept all’ cookies request, which effectively asks whether the online stores can trace your every move. This data, overlaid with the types of retailers we choose, are the beginnings of our digital profile. How we shop with retailers provides data on our behaviour and habits. Which card, or wallet we choose to pay with exposes our preference for tech, versus cash, or credit versus instant settlement.

All this happens daily. And the result? Our experiences become more tailored, customised, and intuitive. They become seamless, efficient and effortless.

Even with a basic understanding of all the complexities, is it fair that we get frustrated when it doesn’t work? When we can’t access our basket to edit our weekly shop, or a delivery is delayed, a product is out of stock, or there’s simply no availability?

I believe it is fair. If we’ve been sold a dream, it should be delivered. If we’re given a price promise, we shouldn’t have to check elsewhere. If we’re told we’re a VIP, then we should be treated as such. But, what we should be appreciative of is the work that goes into it all. There are some unsung superstars, who spend their life’s work uncelebrated, but sometimes overly scrutinised when things fall down – even if it’s beyond their individual control.

So for all the seamless, frictionless and one-click experiences, let’s give it up for all that technical cleverness, let’s applaud those smooth working integrations between systems, the compliance and security to protect our data, the endless hours of meetings, coding and consumer user experience (UX) work done to achieve success.

And what is the moment of success?

A payment experience that is unnoticeable, unremarkable, one that acts as a silent closure point to completing a retail transaction. Every retail experience, daily.