Success Story: All Saints experiences 70-second decrease in checkout times

See how an online fashion retailer increased checkout conversions by 34%

Shoppers who want to find edgy fashions and style turn to AllSaints, a British fashion retailer headquartered in the UK. Starting as a menswear-only retailer in 1997, the company added womenswear a year later. Today, the store has online shopping as well as 232 stores around the globe, including France, the United States, Canada, South Korea, and Taiwan.

“Ultimately we want our customers to have a fantastic experience when they visit us, both in our shops and online,” says Rich Ascott, Global Digital Director. As part of that mission, the company examined ways to streamline the checkout process on its site.

Ascott explains that shoppers find the products they love, add them to their baskets, and then are confronted with a big roadblock. To check out, “you need to remember passwords, add credit card details and your address—and that alone can make people give up.” He adds that “every retail website has a big drop off through checkout.”

The company decided to integrate Amazon Pay into its online store to give shoppers an easy-to-use third-party payment service that is both familiar and trusted. Customers can check out quickly using their Amazon credentials—without leaving the AllSaints site. In fact, AllSaints shoppers experience a dramatic 70-second decrease in checkout time when choosing Amazon Pay to make their purchase.

Amazon Pay enables us to provide a really elegant digital experience that ensures our customers come to us again and again.

– Rich Ascott

Best of all, the fashion retailer watched checkout conversions increase by 34% since implementing Amazon Pay. And because Amazon Pay makes shopping on the AllSaints site faster and easier—as well as more secure—24% of AllSaints online customers now choose Amazon Pay when they check out.

Adding Amazon Pay to the AllSaints site took only a few weeks. “Amazon was really easy to work with and it made a real difference not having the headache of a big implementation,” says James Wintle, Global Director of Technology.

AllSaints continues to benefit from the addition of Amazon Pay to its site. According to Wintle, “We feel that having worked with Amazon to implement and—after seeing the dramatic increase in sales—Amazon Pay is the best payment system on the market today.”

Visit the AllSaints website.

Want to know more about how Amazon Pay helped AllSaints? Read the AllSaints case study.