The Adyen Experience event provided a deep dive into how some of today’s leading brands are pushing boundaries in payments technology. With presentations from Just Eat Takeaway (JET), Rituals, and Adyen, attendees saw firsthand the practical implementations and strategic innovations these companies are making in response to the demands of modern commerce.
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During the Adyen Experience Event, JET (Just Eat Takeaway) shared insights on their recent transition to a single, unified payments platform. This strategic shift enables them to launch new payment methods with far greater speed, going from a one-year rollout to adding seven new payment methods in just three months. JET’s recent implementation of Click2Pay required only three weeks, thanks to a team-driven approach and a strong culture of experimentation, embracing mistakes, and learning to grow. By simplifying and standardizing around 80% of their payment processes, JET can now tailor the rest to meet specific local needs.
With a global footprint, JET also navigates cultural differences in payment preferences, such as tipping practices that vary across regions. While tipping occurs after service in the Netherlands, in the U.S., it’s typically done upfront—a difference that JET has addressed to create a locally adapted, smooth user experience. This agility has positioned JET to innovate further in partnerships, from exploring OpenBanking in the UK to offering loyalty rewards through Amazon and enabling in-car ordering with Mercedes Pay.
Dream Big, Start Small, Act Fast - Yasmin Ferdousbarin, Global Product Director Fintech at Just Eat TakeAway
Rituals presented their approach to crafting a customer-centered in-store experience, one that aligns with the luxury brand’s aesthetic. The presentation of Rituals further added to the payment innovations presented during the Adyen Experience Event. Specifically, by integrating tap-to-pay and customer recognition, they streamline payments to enhance the customer journey. Opting for caRituals presented their approach to crafting a customer-centered in-store experience, one that aligns with the luxury brand’s aesthetic and user expectations. They emphasized the importance of having payment technology that integrates seamlessly into the customer journey. For instance, while iDEAL is a popular payment method, its in-store adaptation is challenging—Rituals notes that “iDEAL in-store will never work,” as it often creates awkward interactions for both staff and customers. Even with incentives like rewards or trophies, motivating staff to promote a system with suboptimal UX can be tough; truly effective tech should be so intuitive that staff naturally want to encourage its use.
By opting for more functional tap-to-pay and customer recognition features, Rituals ensures the payment process aligns with their brand’s elevated experience. This focus on simplicity and streamlined customer interaction differentiates Rituals from generic retail stores. In this way, brands that own their entire customer experience chain are better positioned to create high-quality, consistent interactions than those relying on generalized, one-size-fits-all technology.
Adyen announced its latest AI initiative, Adyen Uplift, focused on conversion optimization with the potential to increase conversions by up to 4%. Their approach begins with practical applications, such as AI-based support ticket routing to ensure customers reach the right service teams. Adyen’s data-driven perspective favors a strategic, problem-oriented application of AI, balancing uplift goals with cost management and fraud control.
With a message emphasizing practical growth, during the vent, Adyen advised starting small—solving low-risk, high-impact problems—to gradually build an effective AI framework. Rather than applying complex solutions upfront, Adyen’s advice was to “learn to drive before building a Formula One car,” reinforcing the importance of creating a supportive, adaptable company culture to drive successful technology integration.
The Adyen Experience Event highlighted the ongoing evolution in payments, with each brand showcasing practical, culturally attuned, and innovative solutions to meet today’s market demands.
If your business is exploring advanced payment strategies, PaymentGenes can support your journey with specialized consultancy services tailored for merchants and businesses. Reach out to Kirsten Hoornstra to discover how we can help elevate your payment solutions and strategy. Do you want to update your knowledge about payments? The PaymentGenes Academy is the perfect tool to achieve this goal. Contact Arlette Broex for a personalized offer.
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At Visa’s Issuer Enabler Open House, industry leaders highlighted key advancements in payments. Revolut is advancing a global retail banking model to overcome traditional barriers, while B2B payments in Europe remain an underutilized growth opportunity. Europe stands out with low fraud rates, driven by secure technologies like 3DS and tokenization, and Visa has enhanced A2A payment security to combat APP fraud. Visa’s partnerships with over 100 EU fintechs and the launch of Visa Flex, a single-credential solution for streamlined card management, reflect its commitment to innovation, integration, and robust security in payments across the region.
