Divide to better win: when split payment boosts sales

Divide to better win: when split payment boosts sales

Flexibility in payment and a fluid customer route.A few years ago, this equation was impossible."The way of making credit has changed little," confirms Louis Chatriot, president of Alma.What has changed is technology, access to data, machine learning.»».His company, created in 2019, offers delayed payment solutions and in 3 or 4 times to traders.The novelty: immediately provide an answer to the customer's request, without requesting supporting documents - unless the customer's profile is more fragile.

"This fluidity is a real turning point. Jusqu'ici, la complication du process, en ligne comme en magasin, était un frein»», souligne Louis Chatriot.We immediately think of the queues dedicated to payment solutions in several times in major household appliances.An image that the founder of Alma sits a back of hand."Jewelry, a bag, a swimming pool, services: split payment operates in all sectors, in large brands as in small traders.The distinction, in the end, is made on the amounts.For a payment in 3 or 4 times, we do not go to very high amounts of baskets for example.When the sums become substantial, we go on payment in 12 times.»» Une solution que l'entreprise est d'ailleurs en train de développer.

Go beyond preconceived ideas...

The proposal is therefore transverse, affecting all types of merchants and products.But the question is also whether it appeals to the consumer.Because it should not be denied that credit enjoys a rather negative image with the French.

Diviser pour mieux gagner : quand le paiement fractionné booste les ventes

The answer is yes, very largely, as proven by an investigation carried out by OpinionWay in June 2020.It shows that 78 % of customers are ready to change their sign to be able to pay in several times.And this is not a question of budget, since 30 % of customers, whatever their socio-professional category, use this method of payment at least every two to three months.

The fractional payment also increases the price of the average basket and increases by 20 % on average the turnover of the merchant, from the first month when the merchant puts him forward.What to arouse interest, especially in the current period.But there is no question of weakening traders by complicating their cash management."We manage the risk, the merchant receives his cash payment when buying. S'il y a un défaut, il est pour nous, nous n'avions qu'à mieux cerner le profil de risque du client»», explique dans un sourire Louis Chatriot.A perspective that does not seem to worry too much, its wallet displaying a low default rate-even if the margin of progression exists, he says.

...And put some ethics

If the credo of Alma is to put finance back to the trade service, no question that it is done at the expense of the consumer."We do not apply delay penalties. Si un client a du mal face à une échéance, nous préférons réfléchir à une solution plutôt que d'aggraver sa situation»», précise Louis Chatriot.No question either of making fractional payment on elementary goods, such as food."Finance must come back to what is originally: a useful profession, for traders, for consumers.»»

La Tribune Partenaire

3 minutes

Share :