Adyen, the global fintech platform of choice for large enterprises, announces the launch of Data Connect for Marketing, a new product enabling omnichannel retailers to harness data to improve marketing initiatives and better understand customers. Unique profile IDs allow previously unidentified in-store transactions to be linked to shopper profiles, uncovering many analytics-driven use cases. Through a better understanding of customers, businesses can reward customer loyalty, personalize shopping experiences, and increase the value of existing customers.
With the majority of transactions (82%) taking place in physical stores without customer identification, retailers face a significant “blind spot” in understanding their customers’ preferences. Data Connect for Marketing eliminates this problem by providing a set of structured data that easily integrates into a company’s external tools, with use cases ranging from customer data platform (CDP) to customer service management software. customer relationship (CRM). Salesforce is one of the first players to implement this integration to offer payment-enriched profiles to its customer base.
“Understanding the customer journey has been a major hurdle for omnichannel retail businesses,” said Brian Dammeir, global head of unified commerce at Adyen . With Data Connect for Marketing, Adyen bridges the gap between in-store and online experiences by connecting our wealth of data to unique customer profiles. This means we can help businesses build customer loyalty and discover new possibilities for personalization and advertising through their existing Adyen integration. »
Rather than relying on third-party data sources to try to understand their customers, Data Connect for Marketing allows businesses to leverage their own first-party payment data to get a holistic view of their customers. This functionality allows companies to improve their loyalty offer; Adyen data reveals that 68% of consumers say they wish the retailers they shop from most regularly gave them more personalized discounts. Similarly, nearly half (48%) of consumers prefer retailers to remember their past shopping preferences and behaviors in order to create more personalized shopping experiences.
“Our top priority is to better understand our customers,” commented Angel Vázquez Cabezas, AWWG Customer Service Group Leader . Data Connect for Marketing helps us identify individual shoppers who make purchases across multiple channels, sometimes with different information. This means we can connect better with people, delivering truly relevant and timely experiences. AWWG is the fashion group behind global brands such as Pepe Jeans London , Hackett and Façonnable.
“Exploring the power of payments data is a revolutionary tool for companies to create a comprehensive view of the customer,” said Brian Landsman , Executive Vice President of Global Technology Partners at Salesforce . “Thanks to Data Connect for Marketing, teams can deliver exceptional customer experiences using our Salesforce Commerce Cloud applications.”
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