Fintech Adyen Introduces Product Enabling Omnichannel Retailers to Leverage Payments Data to Improve Services

Adyen (AMS: ADYEN), the global financial technology platform of choice for leading businesses, announces the launch of Data Connect for Marketing, a new product enabling omnichannel retailers to leverage payments data to improve marketing initiatives and provide an enhanced understanding of customers.

Unique profile identifiers can link previously unidentified in-store transactions to shopper profiles, “unlocking a breadth of analytics-driven use cases.” Equipped with stronger customer understanding, businesses “can reward customer loyalty, tailor shopper experiences, and drive value for existing customers.”

With a majority of transactions (82%) occurring in physical stores but lacking customer identification, retailers face a significant “blind spot” in understanding their customers’ preferences.

Data Connect for Marketing removes this by “providing a structured data set that integrates easily into a business’ external tooling, with use cases ranging from Customer Data Platform (CDP) or Customer Relationship Management (CRM) software. Salesforce is one of the first players to build this integration to offer payments-enriched profiles to their customer base.”

Brian Dammeir, Global Head of Unified Commerce at Adyen, said:

“Understanding the customer journey has been a major hurdle for omnichannel retail businesses. With Data Connect for Marketing, Adyen is bridging the gap between in-store and online experiences by connecting our wealth of data to single customer profiles. This means we can support businesses to build customer loyalty, and unlock new customization and advertising opportunities through their existing Adyen integration.”

Rather than relying on third-party data sources in “an attempt to understand their customers, Data Connect for Marketing means businesses can now leverage their own first-party payments data to build a comprehensive customer view.”

This capability presents “a large opportunity for businesses to enhance their loyalty offering, as Adyen’s data reveals that 68% of consumers report they would like to see more personalised discounting from the retailers they shop most regularly with.”

Likewise, nearly half (48%) of consumers “prefer retailers who remember their preferences and previous shopping behaviors to create more tailored shopping experiences.”

Angel Vázquez Cabezas, Group Head of Customer Care for AWWG, said:

“Our top priority is gaining a deeper understanding of our customers. Data Connect for Marketing helps us to identify individual shoppers who make purchases with us across multiple channels, sometimes with different registrations. It means we can better communicate with individuals, with really relevant, timely experiences.”

AWWG is the fashion group behind global brands like Pepe Jeans London, Hackett and Façonnable.

Brian Landsman, Executive Vice President, Global Technology Partners at Salesforce, said:

“Harnessing the power of payments data is a game-changer for businesses to create a comprehensive customer 360 view. Thanks to Data Connect for Marketing, teams can offer exceptional customer experiences using our Salesforce Commerce Cloud applications.”   


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