Adyen, the global FinTech platform for leading businesses, has revealed its newest product, ‘Data Connect for Marketing.’ This innovative tool empowers omnichannel retailers to leverage payments data, enabling an unprecedented level of understanding of their customers. The product’s unique identifiers can tie unlinked in-store transactions to shopper profiles, thus illuminating an array of analytics-driven use cases.
Bridging the Gap Between In-store and Online Shopping
Physical stores account for 82% of transactions, but without customer identification, understanding their preferences becomes a challenge. The solution? Adyen’s Data Connect for Marketing. It fills this gap by providing a structured data set that easily integrates with business external tools, including Customer Data Platform (CDP) or Customer Relationship Management (CRM) software. Salesforce has emerged as one of the first entities to build this integration, offering payments-enriched profiles to their clientele.
“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.”
Utilising First-party Payments Data for Deeper Understanding
The newest product allows businesses to utilize their first-party payments data rather than depending on third-party sources, creating a holistic view of their customers. Adyen’s data shows 68% of consumers want more personalized discounts from their regular retailers, while 48% prefer retailers who remember their shopping habits and preferences.
Angel Vázquez Cabezas, Group Head of Customer Care for AWWG, expresses, “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.”
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Salesforce Hails the Power of Payments Data
“Harnessing the power of payments data is a game-changer for businesses to create a comprehensive customer 360 view,” says Brian Landsman, EVP of Global Technology Partners at Salesforce. He further highlights how Data Connect for Marketing enables teams to offer exceptional customer experiences using Salesforce Commerce Cloud applications.
For more on Data Connect for Marketing, visit: Adyen’s Official Website
