Understanding the omnichannel customer journey: AWWG deploys new Adyen Data Connect for Marketing solution

FinTech big hitter Adyen has launched Data Connect for Marketing, a product enabling omnichannel retailers to leverage payments data to improve marketing initiatives and provide an enhanced understanding of customers.

The company says that unique profile identifiers can link previously unidentified in-store transactions to shopper profiles. Brands can then 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 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 its customer base.

“Understanding the customer journey has been a major hurdle for omnichannel retail businesses,” says Brian Dammeir, Global Head of Unified Commerce at Adyen.

“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 customisation and advertising opportunities through their existing Adyen integration.”

"Our top priority is gaining a deeper understanding of our customers,” comments Angel Vázquez Cabezas, Group Head of Customer Care at AWWG, the group behind brands like Pepe Jeans London, Hackett and Façonnable.

“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." 

"Harnessing the power of payments data is a game-changer for businesses to create a comprehensive customer 360 view,” says Brian Landsman, Executive Vice President, Global Technology Partners at Salesforce.

“Thanks to Data Connect for Marketing, teams can offer exceptional customer experiences using our Salesforce Commerce Cloud applications."