From Transactions to Connections: Key Takeaways from Ascendant’s Spring Summits
At this year’s Digital Ascendant and RMN Bootcamp, Rokt led conversations on the evolving checkout experience and its impact on customer loyalty and growth. Featuring insights from ecommerce leaders – including Mark Grether (PayPal), Doug Jensen (Estée Lauder Companies), Joell Robinson (Giant Eagle), Juliana Blazuk (Block), and Rokt’s own Ashley Firmstone and Anand Shah, the sessions explored key findings from our latest Harris Poll–commissioned report, diving into the role of AI, data, and personalization in shaping modern ecommerce.
One theme rang loud and clear: customers want more than just convenience. They want relevance – and joy. According to our research, 73% of consumers say there’s joy in checking out online, and over half say the confirmation screen is the happiest part of the journey.
Rethinking customer value
A big question that popped up was about how brands define and deliver value today. It’s not just about price tags. Leaders emphasized that value is built through decisions across pricing, forecasting, and experience – right down to the last detail.
This came through in our research with the Harris Poll as well: 79% of consumers say they get excited when they receive a promotion right when they need it. These timely, helpful interactions are quickly becoming the baseline for what “value” really means.
One panelist shared how letting customers edit their orders from the homepage helped reduce drop-off. “Excitement can turn into panic fast,” he said. “Little changes make a big difference.”
Loyalty beyond the purchase
Loyalty isn’t a one-and-done moment. It’s earned through a series of consistent, relevant experiences. From predictive offers to surprise-and-delight touchpoints, the best retention strategies feel thoughtful – not transactional.
The data backs this up. Forty-two percent of consumers are more likely to shop again with a brand that delivers a relevant experience, and 63% say they’ll spend more with businesses that understand their needs and preferences.
More brands are shifting from high-volume messaging to more intentional communication – thinking about the timing, tone, and utility of each touchpoint. When done right, it creates deeper connections and longer-term loyalty.
Building smarter foundations for growth
Another major takeaway: growth isn’t just about doing more. It’s about doing it smarter. Leaders talked about the importance of cross-functional alignment, a renewed focus on customer value, and building for the long term – not just the next quarter.
Our research highlights this shift. Nearly 70% of consumers say they look forward to online shopping, and 41% say a great checkout experience is what brings them back.
Rather than chasing scale for the sake of scale, more brands are returning to the fundamentals. Integrated strategies across marketing, tech, and finance. Clear goals. And a shared focus on meaningful outcomes. As one exec put it, “Success today depends on breaking down silos, rethinking incentives, and acting as one connected team.”
From personalization to precision
Personalization isn’t enough anymore. Customers expect more than just their name on an email – they want offers and experiences that actually make sense in the moment.
Sixty-two percent of consumers say they’d rather abandon their cart than deal with irrelevant offers. Even more telling? Seventy-four percent say they’d prefer no offer at all over one that misses the mark.
Ashley Firmstone, SVP of Global Enterprise Growth at Rokt, put it plainly: “You lose sight of the value to the customer when you’re just filling space. That’s when brands make the biggest mistakes.”
The best-performing brands are getting sharper with how they use data. They’re not flooding the journey with content. They’re delivering the right message, at the right time, with the right context. In a world where options are endless, real-time relevance is what cuts through.
This spring’s summits made it clear: the brands that win are the ones connecting with intention. They’re simplifying the path to purchase, designing for joy, and making every Transaction Moment™ count. And in doing so, they’re not just driving conversions – they’re building trust that lasts.
To download the full report, visit.