In the race for customer attention, retailers spend millions trying to keep people on-site, engaged and confident enough to convert.

But as we learned in this week’s episode of the Unpacked podcast, one of the biggest trust pitfalls is happening at a moment most brands barely think about. That is the point of verification.

Our guest for this episode, Rebecca Grimes, chief revenue officer at SheerID, couldn’t have been clearer about what’s at stake. “Verification isn’t just a box to tick. It’s a pivotal moment in the customer journey where trust is either built or broken.”

Too many retailers still treat verification like a compliance chore. But pushing customers off-site, asking them to share data with unknown third parties, or layering on clunky steps just interrupts the journey and actively undermines confidence.

As Rebecca explains: “If a customer feels even slightly uneasy about where their data is going, the journey ends, often with full cart abandonment.”

In an era where choice is infinite and trust is at an all-time low, these moments matter more than ever. And the knock-on effects go far beyond a single lost sale. When bad actors slip through the cracks or real customers are made to jump through hoops, the emotional connection retailers are trying to build starts to unravel.

“When non-eligible people access exclusive offers, true customers feel the impact, it erodes trust in the brand,” Rebecca adds.

What retailers often forget is that verification isn’t a dead-end step. It’s the beginning of a relationship. And that relationship is only as strong as what happens next. Consumers today expect brands to know them, value them and use their data to deliver experiences that feel genuinely personal. But you can’t skip straight to the finish line.

“Emotional loyalty doesn’t come from one transaction. It’s built slowly, with transparency, relevance, and respect for the customer’s data,” Rebecca says.

Her advice for 2025 is refreshingly simple: “Own your customer relationship. Every interaction is a chance to reinforce trust and trust is the real currency of loyalty.”

If retailers want loyalty that lasts, they need to stop leaking trust in the small moments. Verification is one of those moments. And getting it right could be the difference between a customer who shops once… and one who stays for life.

Listen to the full conversation on this week’s episode of Unpacked with Retail Gazette.

For more insight into SheerID or to enquire about how you can take advantage of on-site verification, get in touch.

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