Consumers will pay more for a convenient online shopping executive, Thomas Gmelch, Head of Travel & Mobility, Amazon Pay said.

“86 percent of Amazon customers would pay more for a certain product if the user experience would bring them an advantage,” Gmelch said at the ITB trade show in Berlin Wednesday.

“The majority of our customers expect to have a relevant experience across all channels,” Gmelch added, suggesting that companies could emulate Amazon’s success by separating themselves not by price “but by relevant user experience.”

Some 73% of customers are likely to switch brands if the service experience is inconsistent. This, Gmelch said, shows that “preference is built on relevant user experience.”

Online shopping cart abandonment is a big issue for the travel industry: 81% of all shoppers abandoned their carts outright, while 53 percent did so when shown the total price. About 26 percent did so when asked for personal details, and 21 percent left their carts when asked for payment details, according to data cited by Gmelch in his presentation.

This is strictly an exclusive feature, reprints of this article in any shape or form without prior written approval from 4Hoteliers.com is not permitted. Michael Scaturro is reporting exclusively for 4Hoteliers.com at ITB Berlin 2019 - www.4Hoteliers.com/itb.

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