Acquiring new customers has never been more expensive. Rising advertising costs, increased competition, and changing consumer expectations mean many retailers are paying significantly more to win every new sale than they did just a few years ago.
That's why customer retention has become one of the most important drivers of sustainable ecommerce growth. According to research by Bain & Company, increasing customer retention by just 5% can increase profits by between 25% and 95%. Existing customers also tend to spend more over time, purchase more frequently, and are more likely to recommend your brand to others.
Loyalty programmes have long helped retailers encourage repeat purchases through rewards, discounts and exclusive offers. But as customer expectations evolve, retailers are looking beyond traditional incentives to remove friction from the buying journey itself.
One increasingly effective approach is offering flexible payment options such as digital credit accounts. By making larger purchases more affordable while simplifying repeat purchases, they don't just increase conversions. They can also strengthen customer loyalty and lifetime value.
Beyond traditional loyalty strategies
Loyalty programmes have long been used to encourage repeat purchases.
Reward points, exclusive offers and member discounts all have their place, but they don't always solve the biggest obstacle facing customers:
Affordability.
When customers can't comfortably spread the cost of larger purchases, they often delay buying altogether, or abandon their basket entirely.
Flexible payment options help remove that friction by giving customers more control over how and when they pay.
Whether that's Buy Now, Pay Later (BNPL), instalment finance or digital credit accounts, payment flexibility has become an important part of the customer experience rather than simply a payment feature.
Why digital credit accounts are different
Unlike traditional Buy Now, Pay Later products that are linked to a single purchase, digital credit accounts allow customers to access an approved credit limit that can be reused across multiple purchases.
This creates a smoother experience for returning customers because they don't need to apply for finance every time they shop.
For retailers, that can help:
encourage repeat purchases
reduce checkout friction
increase customer lifetime value
strengthen long-term customer relationships
Instead of treating finance as a one-off transaction, digital credit accounts become part of an ongoing relationship between retailer and customer.
A better checkout experience drives higher conversions
Checkout is one of the most important moments in the customer journey.
Even customers who have spent time browsing products can abandon their purchase if the payment experience feels complicated or restrictive.
Retailers should look for payment solutions that provide:
simple application processes
clear eligibility information
fast approval decisions
minimal form filling
straightforward account management
A seamless checkout doesn't just improve conversions. It leaves customers with a positive impression that encourages them to return.
Trust matters just as much as flexibility
Customers are sharing sensitive financial information at checkout.
That means trust is just as important as convenience.
Working with reputable, regulated finance providers helps reassure customers that they'll be treated fairly and understand exactly what they're agreeing to.
Transparent repayment terms, responsible lending practices and clear communication all contribute to a better customer experience.
Make flexible payments part of the customer journey
Offering flexible payment options at checkout is a good start. But if customers don't discover them until the very end of the buying journey, you've already missed opportunities to influence purchasing decisions.
To maximise their impact, payment options should be visible throughout the customer journey:
Display monthly payment messaging on product pages. Showing "From £25/month" alongside the product price can make higher-value purchases feel more attainable before customers even reach checkout.
Highlight available payment methods early. Feature providers such as Deko, Klarna or PayPal prominently on product pages, category pages and key landing pages so customers know their options from the outset.
Reinforce financing options in the basket and checkout. Customers shouldn't have to search for available payment methods at the point of purchase.
Use payment messaging in promotions. If you're running campaigns around premium products or seasonal sales, include financing options in your email marketing, paid advertising and social media to increase click-through and conversion rates.
Educate customers. A dedicated payment information page explaining how your finance options work can help answer common questions and build confidence before customers commit.
The easier customers can understand and access flexible payment options, the more likely they are to complete their purchase, and return when they're ready to buy again.
How Aero supports flexible payment experiences
At Aero, we believe retailers should have the freedom to choose the payment solutions that best suit their customers and business model.
That's why Aero is designed to integrate with a range of trusted payment providers and finance partners, giving retailers the flexibility to offer modern checkout experiences without being locked into a single provider.
Our partner ecosystem includes solutions such as Deko, whose digital credit account product, Newpay, enables eligible customers to spread the cost of purchases through a reusable credit facility. For retailers selling higher-value products, this can help improve affordability while encouraging repeat business.
Combined with Aero's fast checkout experience, flexible integrations and conversion-focused platform, retailers can create payment journeys that support both customer satisfaction and long-term growth.
Build loyalty by giving customers more choice
Customer loyalty isn't created through a single interaction. It's built over every stage of the buying journey.
Offering flexible payment options alongside a fast, intuitive checkout gives customers greater confidence, removes unnecessary friction and encourages them to return when they're ready to buy again.
Whether you're exploring Buy Now, Pay Later, digital credit accounts or other flexible payment solutions, the right ecommerce platform should make those options easy to integrate and manage.
Book a demo
Want to see how Aero helps retailers build faster, more flexible checkout experiences?
Book a demo to explore Aero's partner ecosystem, payment integrations and conversion-focused ecommerce platform.
Please note: This article was produced in collaboration with Deko, an Aero Commerce integration partner specialising in flexible payment solutions. While the views expressed are intended as general guidance, retailers should assess any finance provider against their own commercial, operational and regulatory requirements before implementation.
