Unveiling the Power of Cross-Domain Identity Resolution in Retail: Building a Unified Customer Landscape

January 3, 2024

Understanding your customers is pivotal for any retail business, but for multi-brand retailers, it’s an intricate puzzle. The challenge lies in piecing together a comprehensive view of customer behaviors and preferences across various brands under one corporate umbrella. Even in the digital realm, maintaining a consistent customer identity across brand domains poses a significant hurdle.

Every retailer caters to distinct target demographics. For instance, a women's clothing brand might have segments for different age groups and interests, creating potential overlaps. This interplay between segments across brands holds key insights: Do customers from one brand also engage with others? Why? Understanding these nuances enriches customer profiles, enabling more precise targeting and personalized experiences.

Unfortunately, fragmented data plagues multi-brand retailers. Siloed data across departments and brands results in multiple profiles for a single consumer. Each site visit generates a new identity, making it challenging to unify these fragmented identities, even within sister sites. For instance, in most systems, visiting both amazon.com and smile.amazon.com would create two distinct identifiers, creating disjointed customer profiles.

The reliance on Customer Data Platforms (CDPs) and other third-party solutions exacerbates this issue. These platforms struggle to track customer identity across different domains, spawning new profiles when customers navigate from one website to another. Worse, merging these profiles demands substantial time and resources, often negating the potential for real-time personalization.

With the depreciation of third-party cookies, understanding visitor behavior across websites becomes more elusive. Brands can no longer rely on these cookies to discern an individual’s interests and preferences, leading to a loss in compiling valuable cross-brand data for a deeper understanding of customer behavior. Yet, leveraging first-party data enables retailers to interconnect these data points, constructing comprehensive identity profiles grounded in intent signals and purchasing habits, fostering consumer trust and compliance.

To combat fragmented customer data, identity resolution becomes pivotal. By centralizing cross-domain data into a single durable identity profile, retailers bridge the gaps left by the absence of third-party data. This unified profile across domains, delivers unparalleled insights for acquisition, personalisation, analysis and retention strategies.

Unlocking cross-domain insights presents boundless opportunities for retailers. By analyzing consumer behavior across brands, retailers unearth hidden audience connections and intricate customer intents. Understanding segments engaging with multiple brands unveils opportunities for tailored marketing strategies, like aligning loyalty programs or offering cross-brand promotions.

Moreover, retailers can anticipate evolving customer needs by leveraging data insights. Personalizing offerings at the right moment, whether introducing a new line or suggesting complementary products, strengthens customer relationships and fosters brand loyalty.

In this era, a unified customer view is not just an advantage but a necessity. Leveraging first-party data and identity resolution tools enables retailers to comprehend individual behaviors comprehensively. This comprehension drives personalized shopping experiences across channels and brands, presenting timely offers that resonate, fostering loyalty and conversion across multiple touchpoints.

In Summary

By harnessing collective customer data and delivering personalized experiences, multi-brand retailers create a positive brand journey, transforming potential customers into loyal advocates, securing sustainable growth and trust.

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