According to a recent LinkedIn post from Rokt, the company is drawing attention to a disconnect between the advertising content shown to consumers at online checkout and what those consumers actually choose to engage with. The post references an independent qualitative study by a top-10 U.S. retailer’s internal UX team, focusing on how customers evaluate offers presented at the checkout stage.
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The LinkedIn post suggests that consumers already have clear expectations about how the checkout moment should function and that engagement rises when offers feel relevant and declines when they do not. By highlighting “five rules” that shape this behavior, Rokt appears to be positioning its platform and expertise around optimizing checkout experiences, which could make its solutions more attractive to large retailers seeking higher conversion and monetization of transaction flows.
For investors, this emphasis on data-driven insight into checkout behavior may indicate a strategic effort by Rokt to differentiate itself in the competitive retail media and commerce-tech landscape. If the company can demonstrate that its products systematically improve offer relevance and engagement at a critical point in the purchase funnel, it could support stronger customer retention, justify premium pricing, and potentially expand its addressable market among enterprise retailers.