CPG Brands Rank Checkout as Top Promotions Priority, but Budgets Lag

Brands are increasingly focused on the point of sale as the most critical moment for customer conversion, yet investment in checkout technology is trailing behind these ambitions. A new report shows that 52% of consumer goods brands believe 'smart' tools at checkout are the best way to improve promotions. However, there is a clear gap between recognizing the need for better checkout experiences and actually funding the upgrades. For retailers and operators, this means the 'last mile' of the transaction is becoming a major competitive battleground. The shift toward embedded checkout tools suggests that shoppers now expect more than just a place to enter credit card details. They want personalized offers, integrated loyalty rewards, and flexible payment options like BNPL presented at the exact moment of purchase. If you are operating a retail business, the takeaway is clear: the checkout process is no longer just a utility. It is a marketing tool. Brands that fail to integrate financing and promotional tools directly into the flow risk losing customers to competitors who make the final payment step frictionless and value-driven. While CPG brands are struggling to find the budget, retailers who prioritize these upgrades can gain a significant edge in customer retention and average order value.

Source: PYMNTS

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