The axytos Masterclass at the E-Commerce Berlin Expo:
holistic transparency as a sales booster

What makes the axytos White Label BNPL Enabling so special?

We now know from numerous studies that the business success of an online shop is closely linked to the BNPL payment methods offered in the checkout, such as purchase on account, direct debit or instalment offers. Average shopping baskets are larger, customer satisfaction and conversion rates increase. With the payment-guaranteed axytos Invoice Purchase 3.0, there is now a solution that, as a true white label BNPL enabling, gives the merchant back the entire management and control of its commercial processes, which otherwise take place in the black box of an external payment service provider.

axytos CSO Dr. Jörg Seelmann-Eggebert: “As a transparent service provider with merchant-focused white label BNPL enabling, axytos delivers exactly the information a merchant needs for successful existing customer development.”

Is this the transparency mentioned in the Masterclass?

For this purpose, I would like to further define the term White Label BNPL Enabling as a holistic concept for successful customer management. The decisive point is that traders in the commercial sector could learn a lot about their buyers, but this information is usually not available. And if this important information is available, the systems are not in a position to transfer it right to the front of the process, where it is a matter of developing existing customers. That is why it is anchored in the axytos DNA to make the retailer more successful – as a transparent service provider with a completely retailer-focused BNPL enabling. This is the only way to fulfil the expectations that online merchants, manufacturers and marketplaces have of payment methods in terms of transparency.

What do the commercial processes usually look like?

First of all, we have to distinguish whether and in what form the merchant offers an invoice purchase: via an external service provider such as Klarna & Co, at their own risk or not at all. In the case of secured purchase on account via an external service provider, whose processes take place in the aforementioned black box, the merchant usually only sees in the commercial area which payment method the buyer has chosen and whether this has been accepted. But how is the retailer supposed to convert a new customer into an existing customer on the basis of this thin information – and then retain and inspire the existing customer by addressing him in a targeted manner with creative campaigns and great products? It just doesn’t work that way! Especially if the retailer competes with his service provider for the customer relationship.

And axytos has the solution?

Exactly (grins): A buyer should be developed on the basis of his individual buyer profile. On the one hand, this includes their buying behaviour in relation to the shop profile and the shopping basket, and on the other hand, of course, their payment behaviour. Only when the information from both areas is available to the retailer in a processable form can he develop buyers individually. axytos not only provides the commercial profile with extensive and relevant information, but also offers the infrastructure for loyalty programmes to develop existing customers.

What does that look like in concrete terms?

Based on the risk profile information provided by axytos, the merchant can, for example, assess whether the buyer is able and willing to pay. He can also see immediately if something is wrong with the delivery address given or if different e-mail addresses have been used in the past. In this way, one buyer is identified as a classic thrifty shopper – the one-time buyer who is only interested in the lowest price for an otherwise identical product when shopping online. The retailer then deals with such a buyer differently than with a regular customer.

Then there is the buyer who regularly buys in his shop, uses purchase on account and normally also pays reliably. In this case, any payment disruptions are to be evaluated and dealt with differently. But according to the analysis of the data, this buyer has not yet reached the loyalty phase, so there is still more to be done. The retailer now receives from axytos exactly the information he needs to develop these customers further, to turn them into loyal regular customers with sensible marketing measures and targeted and individual communication – and thus ultimately to achieve more valuable and sustainable sales.

Why should online retailers still attend the Masterclass at the E-Commerce Berlin Expo now?

(Laughs) Quite simply because I haven’t revealed everything yet and my colleague, axytos CEO Christoph Ruoff, and I go into more detail in this kind of lesson and we answer very specific questions afterwards. The axytos Masterclass is limited to 30 participants, so you should secure your place early.