Cybersecurity
Digital identity - one click (or brick) away from seamless shopping
Ian Lowe, director of industry solutions for EMEA at Okta, explains why digital identity is a crucial part of the future of retail – both online and offline.
R
etail has been changing rapidly over the past decade, with customer habits altered forever by smartphones and high-speed internet
access. The pandemic accelerated underlying trends which has led consumers to expect impeccable customer experience. In the space of just a few months, online retail spend in the UK increased by 48% to an estimated £113bn, according to Ofcom. When it comes to delivering the experiences that customers now demand, digital identity is a key ingredient. Customers want shopping experiences fine-tuned to
them that are always relevant and based on their preferences. They expect speed and one-touch convenience both online and off, with any hint of frustration leading to abandoned shopping carts. Consumers care less about being able to choose from a huge variety of products and more about being able to define their own customer journey – being able to buy what they want, when they want, and using their chosen technology channel to buy it.
Digital identity is front and centre Retailers are competing to remove friction, knowing that this is what can scare potential customers away. This has put digital identity front and centre – it is key to creating seamless omnichannel shopping experiences and allowing consumers to shop flexibly, without physical or technological constraints.
28 | April 2023 Customers can experience friction at every step of
their digital journey with a retailer. From having to fill in way too many fields at account registration, to remembering yet more username and password combinations and having to go through painful account recovery processes. Retailers who start with a strong foundation in customer identity are better placed to deliver exceptional customer experiences. They have the flexibility to easily adjust and test new experiences, such as reducing the number of fields needed during account registration or trying progressive profiling and automating account recovery. Retailers which offer the best user experience in this
tech-driven world have the happiest customers. Investing in cloud identity technologies that make
customer journeys simple is a fail-safe way for retailers to stay ahead of the competition. But far too many are still failing to engage with digital identity.
Bricks meet clicks The divide between bricks and mortar retail and online shopping is narrowing, with technology driving new experiential activations in physical stores. For retailers, this combined with a 360° view of customers can open up new marketing and cross-selling opportunities, offering business insights to drive long-term strategy. It also helps to build trust between consumers, no matter their preferences, and the business.
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