If a customer makes a purchase in an e-commerce site/Retail shop using a Credit card,

What option does he prefer?
Option A – Can he convert that amount as Emi at the time of purchase? or  
Option B – Can he convert later as EMI? 

Can you guess the % split?

In one of the largest banks in India,
EMI at the Merchant place: 50%
EMI post-purchase (Call Center/Digital Medium): 50%

Do you know why?

1) Customers can’t think at the time of the purchase which option is better. Either a bullet or EMI. So he does the transaction and later he can convert it into an EMI.

2) Sometimes there are fewer options in the Merchant place. 

For ex: Customers can also combine a few card transactions and then convert them into an EMI. This option is available via call center/digital medium.

Customer convenience should be taken care of at all touchpoints.


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