Redefining Consumer Access: Why Non-Prime Consumers Are Reshaping Enterprise Checkout Strategy

07/11/2025

Retailers want to make the checkout process smoother to increase sales, but many are realizing their process needs to work for more kinds of consumers. Non-prime consumers are pushing retailers to rethink how the checkout process looks and feels.  

From confusing payment flows and decision fatigue to the lack of tailored checkout experiences, there are several challenges to look at. With a planned approach, including thoughtful use of data and options like lease-to-own (LTO) from Acima, retailers can build a checkout strategy that works for more consumers.  

When Checkout Gets Confusing 

Checkout can be stressful, especially when consumers are ready to check out and find the options to be confusing or limited. Cognitive load is a great way to describe the mental effort required to make decisions, and it should be low at checkout. When there are too many steps or choices, consumers may abandon their carts before completing their purchase. (1) 

Reminder: For consumers seeking an alternative to financing, determining how to pay becomes just one more hurdle, often leading to abandoning the purchase altogether. In fact, nearly 70% of consumers leave without purchasing anything at checkout. (2) 

The Role of Decision Fatigue 

When consumers are faced with too many decisions when moving towards completing a transaction, it can drive them away. Simplifying the checkout experience and showing only the most helpful options can make a big difference in motivating them to finalize a purchase. (3) 

Acima's LTO Solution*

Acima offers an LTO solution that can help simplify that decision-making: 

  • Simple application process 
  • Clear lease renewal payments 
  • Flexibility to return items anytime 

These benefits can help alleviate pressure on certain decisions that impact their transaction. Ultimately, it can also help retailers better serve the needs of budget-conscious consumers.  

A Personalized Shopping Experience 

Some retailers still use a single checkout experience for all consumers. However, research suggests a one-size-fits-all approach may not align with what many consumers want. (5) In fact, 81% say they prefer companies that offer personalized experiences. (6) When offered the options that work for them, it can drive them to complete the checkout process.  

Retailers that implement personalization can see stronger consumer engagement and business outcomes. Personalization can often involve (7): 

  • Making consumers feel recognized and understood across interactions 
  • Delivering relevant messaging and offers at the right moments 
  • Meeting consumer needs with flexibility, especially during key decisions like how to pay 

These strategies can help shift the checkout experience to feel more relevant and supportive, especially for non-prime or budget-conscious consumers. 

Using Data to Personalize Checkout 

While Acima does not offer direct segmentation tools, its LTO solution complements strategies that prioritize consumer insights. This could be particularly effective with big-ticket transactions, where consumers need more flexibility in the options available to complete their transactions. By offering consumers an alternative to financing, retailers can build strategies aimed at boosting conversion rates. (8) 

The Future of Checkout 

Non-prime consumers are shaping the next wave of checkout innovation. Their influence signals a shift from simply offering more payment choices to curating the right ones. Solutions like LTO allow retailers to cater to a broader audience without increasing complexity. Strategically offering LTO options, such as Acima, can be a way to serve more consumers, reduce friction and contribute to long-term relationships. 

If you're ready to build a more inclusive checkout experience and reach a broader consumer base, now is the time to partner with Acima. Get started today! 

 


The content of this article is provided solely for general interest and should not be relied upon or construed as any form of advice, whether legal, financial, or otherwise. Receipt or use of this information does not create any sort of relationship between us. 


Sources 

  1. Simpler. One-click checkout vs. traditional checkout: The psychology of conversions explained 
  2. Baymard Institute. Cart abandonment rate statistics 
  3. Edge. How to reduce cart abandonment with a seamless payment flow 
  4. Shopify. Checkout process optimization 
  5. Viral Loops. Identifying and segmenting your target market for better referral marketing 
  6. McKinsey & Company. The value of getting personalization right (or wrong) is multiplying 
  7. Acima. Inclusive shopping options white paper