Omnichannel retailerRetail
Unifying customer identity across retail channels
Separate web, mobile, and loyalty identities produced duplicate accounts, inconsistent consent records, and avoidable friction during sign-in and checkout.
Control route
01
Defined a canonical customer identity and progressive migration strategy.
02
Designed passwordless and step-up authentication for risk-sensitive journeys.
03
Aligned consent, preference, recovery, and fraud signals across channels.
The reference architecture created one identity journey for digital channels while preserving staged migration from legacy customer stores.
Duplicate profiles
31% fewer
reduction after identity matching and migration.
Sign-in completion
+14%
improvement for redesigned journeys.