New payments data tool woos omnichannel retailers

Adyen DocsOmnichannel retail businesses are being targeted with the launch of a new payments data platform which it is claimed will enable them to achieve the holy grail of driving personalisation and increasing loyalty.

Dutch-owned Adyen Docs insists its Data Connect for Marketing tool helps omnichannel retailers to tap into payments data to improve marketing initiatives and provide an enhanced understanding of customers.

Using “unique profile identifiers” the tool can link previously unidentified in-store transactions to shopper profiles, and, according to the firm, this will “unlock a breadth of analytics-driven use cases, boosting customer understanding, customer loyalty, tailored shopper experiences, and driving value for existing customers”.

However, the firm points out that all data is aggregated, and individual transactions relating to individual shoppers are not visible.

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.

It is claimed 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 platforms and CRM systems.

Salesforce is one of the first suppliers to build this integration to offer payments-enriched profiles to its customer base, while global fashion company AWWG, whose brands include Pepe Jeans London, Hackett and Façonnable, has already implemented the system.

AWWG group head of customer care Angel Vázquez Cabezas 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.”

Adyen Docs lobal head of unified commerce Brian Dammeir added: “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 our own 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.”

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