How Jonak is revolutionizing customer experience with Tap to Pay

Reducing wait times, speeding up checkout, preventing lost sales due to stockouts, and delivering a smooth, personalized in-store experience: these are today’s key challenges in physical retail.

With Tap to Pay, also known as SoftPOS, payment becomes a strategic lever within the customer journey. Fully mobile, this technology allows customers to pay contactlessly by simply tapping their bank card or smartphone on the sales associate’s smartphone—without a dedicated payment terminal and with no transaction limit.

For retailers, the challenge goes far beyond payment: it’s about rethinking the in-store experience, removing friction, and turning every interaction into a conversion opportunity.

This is the path Jonak has chosen by integrating HiPay’s Tap to Pay at the heart of its unified commerce strategy.

Jonak: 60 Years of Parisian elegance serving retail innovation

Founded in 1964, Jonak has embodied the excellence of French women’s footwear for over 60 years. The brand cultivates a distinctly Parisian style—elegant, bold, and accessible—that resonates well beyond France’s borders.

Today, Jonak operates across multiple distribution channels:

• an online store,
• shop-in-shops within major department stores,
• a network of 45 boutiques in France,
• stores in the UK, Spain, Belgium, and Switzerland.

Jonak’s ambition is to deliver a consistent and seamless customer experience across all channels, while remaining true to its founding values of proximity, innovation, and product excellence.
This promise requires a deep transformation of the customer journey—right through to the payment stage.

Tap to Pay at Jonak: From customer advice to checkout

A concrete response to new retail behaviors

Shopping behaviors are evolving rapidly. Customers now expect greater speed, simplicity, and personalization—without sacrificing the quality of in-store advice. In response, Jonak chose to deploy Tap to Pay with HiPay across all its stores.

« At Jonak, our goal is to bring maximum fluidity to the shopping journey, in order to offer our customers an experience that is always simpler and more personalized », explains Jeanne Dos Santos, Digital Project Manager at Jonak.

With Tap to Pay by HiPay, the traditional checkout disappears. Equipped with just a smartphone, sales associates can now accompany customers from product discovery through to payment—directly on the sales floor.

Payment becomes invisible

Payment is no longer a disruption in the customer journey, but a natural step, integrated into the human relationship. There is no longer any need to direct customers to a checkout, create a queue or interrupt the consultation. « This is a real gain in terms of fluidity, proximity and comfort, both for our teams and for our customers », emphasises the brand.

This solution also improves peak traffic management by reducing queues and enabling sales to be completed more quickly. This is a particularly valuable asset during lunch breaks, when customers are in a hurry and looking for efficient service. While the time savings are real, the main challenge remains experiential: offering a smooth, modern and frictionless journey that naturally promotes conversion and customer satisfaction.

HiPay and UniFy: interconnection at the heart of unified commerce

For more than four years, Jonak has relied on the native integration between UniFy, an omnichannel Order Management System (OMS), and HiPay to deploy a high-performing and sustainable unified commerce strategy.

This technological synergy allows the brand to centralize all sales journeys—whether in-store, online, or cross-channel—within a single foundation. Orders, payments, inventory, and customer data are unified, ensuring complete consistency in the customer experience across every sales channel.

« Together, HiPay and UniFy have formed the foundation of our unified commerce strategy for more than four years », the company said.

Key benefits of unified commerce

A global, real-time view
All transactions and orders, online and offline alike, are managed within a single environment. Data is consolidated, providing a detailed understanding of customer journeys and purchasing behaviors.

Simplified management for head office teams
The back office benefits from a global, real-time view of activity, making it easier to analyze performance, make informed decisions, and optimize commercial strategies.

A scalable, future-proof technology stack
Native integration makes it easy to introduce new use cases and evolve customer journeys without added complexity.

Tap to Pay by HiPay: unified commerce goes mobile

As part of this strategy, Jonak takes another step forward by integrating Tap to Pay by HiPay directly into the UniFy store app. The smartphone becomes the central touchpoint of the in-store customer journey—from recommendation to payment.

This approach naturally extends unified commerce by making it mobile, seamless, and conversion-oriented—bringing the experience as close as possible to the customer.

Key benefits of unified commerce

Complete autonomy for in-store advisors
Equipped with a smartphone, sales associates are no longer dependent on a fixed checkout counter or a back-office workstation. They can support customers seamlessly on the sales floor, from advice through to payment.

A frictionless shopping journey
Payment is completed instantly on mobile, with no checkout step and no waiting time. The experience is smoother, more modern, and fully aligned with today’s consumer expectations.

Completing the sale even when items are out of stock in-store
If a size or model is unavailable, the sales associate can:

• check inventory in real time,
• place an order immediately,
• offer home delivery or delivery to another store.

The sale is neither interrupted nor lost.

Access to the full product catalog
Beyond in-store inventory, the entire Jonak assortment is accessible from the device, including items not displayed in the boutique. Each store thus becomes an extended showcase of the full catalog.

Ultra-personalized advice powered by customer data
In just a few seconds, sales associates can access purchase history, preferences, usual sizes, and returns. Advice becomes more relevant, and the customer relationship gains in quality.

A direct conversion driver
By removing friction points in the journey (checkout queues, stock shortages, trips to the back room) and enabling complex sales to be completed on mobile, Tap to Pay by HiPay directly helps to:

• increase conversion rates,
• improve customer satisfaction,
• maximize the value of every in-store interaction.

A natural extension of unified commerce
For Jonak, Tap to Pay by HiPay is not a disruption, but the natural extension of the unified commerce foundation already in place with HiPay. Built on a proven, unified technology stack, the smartphone becomes a key driver of commercial performance—supporting a smoother, more personalized, and decisively mobile shopping journey.

Benefits for the customer: speed, seamlessness, and personalization

Thanks to Tap to Pay with HiPay, the customer shopping experience becomes simpler, faster, and more modern:

Speed and fluidity
No more waiting in line at checkout. Payment happens exactly where the customer is, with no movement and no friction. The experience is seamless from start to finish.

Personalized advice
With access to customer history, sales associates can deliver tailored recommendations that perfectly match individual tastes and previous purchases. Customers feel recognized and understood.

A simplified omnichannel journey

• Order in store: customers can order an item not available in-store and have it delivered to their home
• Cross-channel returns and exchanges: items purchased online can be returned or exchanged in-store without friction
• Channel consistency: whether shopping online or in-store, the experience remains unified and seamless

An innovative and memorable experience
The in-store journey becomes experiential—smooth, modern, and constraint-free. Customers enjoy a pleasant shopping moment that strengthens their emotional connection to the brand.

The future of the shopping experience at Jonak

At Jonak, innovation lies at the heart of the strategy to deliver an ever more fluid and connected shopping experience. Tap to Pay has now emerged as a key element of this transformation, naturally extending the brand’s digital momentum.

Thanks to its partnership with HiPay and UniFy, Jonak already benefits from a solid technological foundation that connects all sales channels and centralizes customer data. Tap to Pay enhances this infrastructure by significantly streamlining the act of purchase: checkout lines disappear, and payment now takes place directly on the sales floor.

This innovation serves a dual strategic objective. On the one hand, it gives in-store teams unprecedented autonomy, allowing them to advise and check out customers anywhere in the store—creating a truly seamless shopping journey. On the other hand, it enriches the customer relationship through unified data: every interaction becomes an opportunity to better understand and serve Jonak’s customers.

Tap to Pay perfectly embodies Jonak’s vision: bringing together the best of digital and physical retail to create a modern, personalized, and frictionless shopping experience. A quiet yet powerful revolution—where people and technology work together toward a single goal: customer satisfaction.

Watch Tap to Pay live at the Jonak boutique on Rue du Colisée in Paris :

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