Global financial technology platform, Adyen has introduced Data Connect for Marketing, a new product enabling omnichannel retailers to leverage payments data to improve marketing and better understand their customers.

Unique profile identifiers can link previously unidentified in-store transactions to shopper profiles, unlocking analytics-driven use cases to better reward customer loyalty, tailor shopper experiences, and drive value for existing customers.

With most transactions occurring in physical stores but lacking customer identification, retailers face a significant ‘blind spot’ in understanding customer 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.

Adyen global head of unified commerce, Brian Dammeir 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 customisation and advertising opportunities through their existing Adyen integration.”

Rather than relying on third-party data sources, Data Connect for Marketing enables businesses to leverage first-party payments data to build a comprehensive customer view.

Fashion group behind global brands like Pepe Jeans London, Hackett and Façonnable, AWWG group head of customer care, Angel Vázquez Cabezas, said the company’s 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 relevant and timely experiences.”

Salesforce is one of the first players to build this integration to offer payments-enriched profiles to their customer base. “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,” Salesforce executive vice president of global technology partners, Brian Landsman said.