Cybersecurity In-store technology is also becoming a key selling point for retailers, in a


way that e-commerce once was. In 2019, Gartner predicted that by 2023, e-commerce would cease to be a differentiator for retailers because it would be ubiquitous. Customers now expect to be able to search, find and consume products across a retailer’s ecosystem – on an app as easily as in-store. This requires investment in customer experience technology, and identity is at the heart. Perhaps unsurprisingly, Gartner’s research showed that most retail


leaders plan to spend more money on in-store technology in the coming year. With customers needing high-tech experiences, legacy on-premise approaches to identity management are not enough to keep up. Refraining from modernising will inevitably lead to dissatisfaction, as retailers will struggle to create a unified view. Robust digital identity is fundamental to ensuring all the parts of the modern retail experience click together, and that customers enjoy a frictionless journey through a purchase, however they decide to shop.


Rewards for loyalty Personalisation has become essential for consumers and delivering tailored experiences is no longer a ‘nice to have’ in retail. Customers want brands to know them and reward them for their loyalty, serving up favourite choices when logged in, and delivering personalised technology-enabled services both in-store and online. Up to eight in 10 customers say that they would abandon a well-loved brand after a bad experience, according to research by PwC, showing how failing to deliver the personal touch can be fatal. Identity management is crucial to delivering reward systems such as


this. IDG’s research in collaboration with Okta found that almost all IT managers recognise that identity management will be central to retail digital transformation, with 91% saying that it would be a key enabler. Retailers, therefore, need to take advantage of this opportunity and embrace identity management technology to deliver the experiences their customers want.


The trust element Big data can also help organisations derive insights around geographical trends, buying behaviours and product preferences to deliver customised encounters with consumers. This can drive sales in both the short-term and long-term, and offer retailers ways to differentiate themselves from the competition. But the systems that deal with such data are increasingly targeted by criminal gangs. Customer credentials and the identity layer are a tempting target for


cybercriminals, with statistics showing that 61% of all breaches involve lost or stolen credentials. Modern identity and access management techniques can offer a way to keep customer data out of the hands of bad actors. Starting with a strong foundation in identity retailers can enhance the


login experience through the use of biometrics built into their customer devices. They can also easily adopt social login, where customers don’t have to remember an additional username and password combination, they can use an existing credential from an approved social provider. With a strategic approach to identity, retailers can easily adjust security in the background and continuously assess threats. For example, turning on/off additional security like captcha can reduce the number of fraudulent account registrations and multi-factor authentication can further protect customer accounts. Today’s customers are savvy and aware of the value of their data, and are


demanding digital trust in retailers to protect their privacy. Okta’s 2022 Digital Trust report found that 64% of people would trade their data for


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benefits such as discounts on a purchase, or admission to a public venue such as a bar, restaurant or pub. This goes to show that data has both monetary and utilitarian value. People will exchange their data when they believe they are getting something valuable in return, be that money, goods, services or other benefits. It’s a toss up between security and usability, in that retailers need to protect data without making the experience so frustrating that customers fail to go through with a purchase.


The end of passwords? Reassuring customers that their data is secure is vital to not only building trust, but also to drive loyalty. In a survey with Retail Week, it was found that 58% of consumers said that the vulnerability of usernames and passwords was a leading cause of concern while shopping online. It’s the ‘traditional’ security measures surrounding online and hybrid


shopping experiences that customers particularly hate and which lead to a final purchase not being made. In Okta’s research, half of customers cited long sign-up forms and overly complex password requirements as their leading frustrations with the shopping process. The survey also found that most organisations have switched to cloud-


based customer identity and access management (CIAM). Tools such as single sign-on and multi-factor authentication can help retailers eliminate passwords and complex forms that customers despise, and remove the barriers between sale and purchase, with tools working quietly in the background to ensure that every user, device and IP address is verified.


Untangling the supply chain The supply chain disruptions caused by the pandemic caught many organisations by surprise. Retail was one of the industries worst-hit by the crisis according to Deloitte, with customer experience and brand reputation suffering directly from the hit to logistics operations. It highlighted the lack of control and visibility that many retailers have


over the technologies that suppliers and partners use, and their vulnerability to unexpected disruption. Research by Venafi found that 82% of CIOs say their organisations could be vulnerable to cyberattacks on their software supply chains. An identity-first approach can streamline the way retailers deal with their suppliers and partners, offering the businesses they work with easy access to their systems. Whilst also enabling them to deliver cloud-based IT to partners, and share common applications. Robust digital identity systems and a strategic approach to identity help


to protect businesses against security breaches coming from the supply chain. Cloud-based identity platforms mean that retailers can cut the risk of data breaches targeting the supply chain network, with tools such as Single Sign-on (SSO) and Multifactor Authentication (MFA) providing a way to take control of access management. This offers a secure ‘front door’ which can be accessed by any user along the supply chain network, regardless of where they are or what device they are using.


The future of retail Technology enthusiasts have been too keen to write off bricks-and-mortar retail. Both online and offline retail have a bright future, enabled by technology. But, businesses in the sector cannot afford to leave digital identity as an afterthought. Customers demand speed, convenience, personalisation, and a shopping


experience that securely protects their data. Digital identity management is the way retailers can deliver this, ensuring customers keep flocking to their doors for years to come.


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