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News & Views

Retail readiness for the holidays

Retailers looking to foster sales, brand loyalty and return business need to look at how the login box can make for a better customer experience, according to a survey ( by Auth0 (

With the holiday online shopping season this year potentially being bigger than 2020, retailers need to know their customers well – especially their login preferences.  The login box may seem unimportant, but the options offered can make or break onboarding and retention.  According to the survey, nearly half of UK consumers (48%) are more likely to sign up to an app if they can use biometric authentication; but only 14% of UK businesses offer it.

Keeping things simple at registration and checkout are key.  “The login box shouldn’t be an obstacle, and brands that make it easy for customers to register or check out promote new and returning business,” says the survey.  “In fact, 85% of UK consumers have abandoned their cart or sign-up attempt due to an arduous login process.”

Likewise, nothing kills the festive spirit quicker than a stolen user account so it is imperative to show that data protection is a priority.  Almost all (96%) of UK consumers expect companies to keep their personal information safe, and retailers who step up their security in the event of suspicious logins send a positive signal to their customers.

“Identity, or the login box, is where customer experience, security, and privacy meet – so it’s critical for online retailers to put it at the centre of their strategy as we head into what’s looking like another record-setting holiday shopping season,” says Marc Power, who oversees Auth0’s business in the UK, Ireland, Middle East & Africa.  “Our research shows retailers have a huge opportunity to increase sign ups and reduce churn by paying attention to the identity experiences their customers want – and a safe and simple login box could be just the thing that sets their brand apart from a competitor’s this season.”

Safeguarding billions of login transactions each month, Auth0 platform is a highly customisable identity operating system that delivers convenience, privacy, and security so customers can focus on innovation.

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