'Irrelevance used to be neutral. Now it's damaging'

"The checkout is marketing's fiercest battleground where joy, trust and revenue collide and fleeting clicks can be turned into lasting value, say leaders from Rokt and Tails.com in a lively quiz show at The Drum Live "Irrelevance, maybe 10 years ago, was neutral. It's now damaging: consumers' expectations have risen... so that moment when you're given an irrelevant offer at the checkout has become the online equivalent of a shop assistant getting in your way," says Marc Allsop, head of EMEA at Rokt."

"And the numbers back it up: 62% of shoppers say they'll abandon their cart altogether if faced with an irrelevant offer. Speaking alongside Lucy Whitear, performance marketing manager at Tails.com, Allsop underlines that one corner of e-commerce consistently delivers in today's attention economy: the online checkout. And that relevancy is key to tapping into that high voltage consumer moment. The session brought e-commerce insights to life."

"As Allsop explains, this is the 'Transaction Moment' where a purchase isn't just an exchange of goods and cash - it's an emotional peak. "The Transaction Moment isn't just a dopamine hit," says Whitear: "It reflects the journey customers take to get there. For Tails.com, that purchase shows care: choosing the right food is an act of love for their dog.""

The online checkout represents a high-value marketing battleground where joy, trust and revenue intersect and fleeting clicks can become lasting value. Relevancy at checkout is crucial: 62% of shoppers will abandon their cart when presented with irrelevant offers. For 73% of consumers, the moment of payment and receipt ranks as the happiest online experience, outpacing social scrolling and streaming. The 'Transaction Moment' functions as an emotional peak that reflects the customer's journey; purchases can signal care, such as choosing the right pet food. Younger cohorts, especially thirty-somethings, show elevated anticipation for online shopping driven by curation, convenience and control.

Read at The Drum