The Login Effect: The Role of Customer Authentication Psychology in Retail Success
Retail TouchPoints
NOVEMBER 5, 2024
Picture this: You’re about to buy something online, but the site doesn’t remember who you are, so you go buy your item elsewhere, or just not at all. What might sound like an unlikely scenario happens all the time – a FIDO Alliance study found that U.S. consumers abandon a purchase and stop accessing an online service because they can’t remember their passwords 4.76 times per day on average.
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