The good, the bad, and the ugly.
Never has it been more important for retailers to build for the future. A rise in foreclosures due to the decline in high street spending is now the dominant narrative. As consumers spend more online, retailers need to transform the way they do business and more importantly how they interact with the consumer.
We all know that a good customer journey equates to retail success, but a good journey online is really dependent on how well digital identity is managed.
How is identity authenticated?
How is identity data used?
How is it stored?
The typical processes of identity management we see in retail can be divided into three categories: the good, the bad and the ugly.
Let’s start with the good: A trusted single sign-on, with an easy-to-use interface that can be personalised.
A bad process would be multiple logins to different channels or services that makes the consumer question their loyalty to you.
Then there’s the 'why care' approach as a strategic initiative which is simply ugly.
Putting identity at the forefront of your online platform means putting your customers experience first. An easy, seamless journey is both valued and ensures loyalty.
Having the right tools to manage digital identity is essential to future proofing the retail landscape.