Payment is no longer a technical function. It is the last metre of the customer relationship.
For years, everything happened upstream: advertising, the website, the loyalty programme. Those days are over. The checkout has become the most strategic moment in the relationship between a brand and its customer. Fidecoin turns it into a medium.
- Payment becomes a medium
- Every receipt is a touchpoint
- The last metre matters as much as the first
When payment becomes a medium
Why the last metre has become the number one growth challenge for brands and retailers.
For a long time, payment served only one purpose: completing a transaction, quickly and securely. The customer relationship happened elsewhere — in advertising, in the aisle, on the website. That view no longer fits the reality of retail.
The cost of acquiring a customer has risen by 222% in five years. At the same time, consumers have become more demanding, less loyal and attentive to every euro of their purchasing power. Winning customers is ever more expensive. Keeping them is becoming as crucial as winning them.
Omnichannel has changed everything. Customers no longer distinguish between channels: they want their benefits everywhere, in store, on mobile, online. For them, there is one single journey — from the first metre to the last.
Yet every checkout builds or erodes trust. A smooth experience strengthens the bond. A complicated refund, an unusable benefit, a declined payment: frustration is instant, and the bond is damaged.
The digital giants understood this long ago. They turned payment into a tool for personalisation, loyalty and engagement. In physical retail, that shift is still incomplete: marketing, loyalty and payment are managed separately. Fragmented journeys, missed opportunities.
And yet payment is one of the rare moments when the merchant has everything at once: the customer's attention, a concrete interaction and precise knowledge of what they are buying. A moment almost nobody makes use of.
Our conviction: the last metre matters as much as the first. Payment has become a touchpoint, a loyalty lever, a value-creation tool. Payment has become a medium. The brands that activate it will grow — the others will keep buying attention.
What damages trust. What the customer expects.
Every point of friction at the moment of payment destroys loyalty. Every moment of recognition builds it.
What damages trust
- Friction at paymentComplicated refund, declined payment method: frustration is instant.
- Siloed benefitsGift card or loyalty benefit unusable from one channel to another.
- Fragmented journeyMarketing, loyalty and payment managed separately — the customer feels it at every step.
- Wasted attentionThe merchant has the customer's attention at the moment of payment, and does nothing with it.
What the customer expects
- Benefits that work everywhereGift card and loyalty usable on every channel, without distinction.
- The same smoothness everywhereIn store, on mobile and online — one and the same experience.
- A single journeyFrom the first metre to the last, with no break and no re-entering details.
- To be recognised and rewardedAt the very moment of payment — not three weeks later by email.
We equip the last metre
Fidecoin turns the moment of payment into a measurable medium for brands. Not a banner: a real touchpoint, at the moment of a real purchase.
The receipt becomes a medium
Every till receipt shared on WhatsApp is an interaction with a real buyer, at the exact moment of their purchase. No app, no account, 30 seconds.
Recognised at the moment of payment
The customer is identified and valued at the instant of payment — the moment when the merchant has their full attention. That is where trust is built.
Rewarded in ~30 seconds
The brand activates a budget, the member receives a reward in real cash via Open Banking. Immediate, tangible, memorable — the opposite of an abstract loyalty point. The reward is only paid after bank reconciliation via Tink: the receipt is matched with a real transaction.
Every metre becomes data
Exact products, basket, frequency, retailer: every transaction feeds our Retail Intelligence layer. Data shared voluntarily — not captured — that proves the revenue generated, receipt by receipt.
The last metre, in figures.
While the first metre keeps getting more expensive, the moment of payment remains untapped.
Launch a pilot. Create your first reference.
A test budget, a targeted segment. We measure the real incremental gain against a control group and prove attribution to the euro. Then you decide, figures in hand.
- Real proof of purchase
- Zero-party data
- Data hosted in France
- Pay for performance