Shopper recognition offers a unique opportunity to connect payments with shopper insights. The payment data that you receive from Adyen enable you to recognize the shopper. You can then combine this with your own back-end system to gain insights and implement specific customer journeys.
To implement scenarios based on shopper recognition, you need:
- The card and shopper identifiers that you receive in API responses.
- In some scenarios: Card acquisition. This lets you retrieve card and shopper identifiers before you take a next step, without making a payment yet.
- Your own system for storing shopper identifiers and purchase data, and your business logic to get the desired result from this data.
Below are some ideas of what you can do based on recognizing shoppers from the payment data. These are just examples, to inspire you to find your own way of using shopper recognition to improve the shopper experience.
Shopper recognition is especially powerful across channels. See our Unified commerce documentation for more information.
Analyzing the data you receive in payment responses can help to anticipate shopper needs and identify trends. For example:
Shopper origin data indicate where your shoppers come from. If you receive many tourists in your store, you could decide to add signage in other languages, offer currency conversion, and support the payment methods that those tourists are used to in their country.
If you investigate how many repeat shoppers you have and what they spend their money on, you can decide what items to keep in stock for your regular shoppers.
If you also have an ecommerce sales channel, you can answer questions like:
- How many in-store shoppers also bought online?
- How much do they spend in each channel?
How many shoppers buy online and go to a store when they need to return goods?
Card-based shopper identification
The card acquisition data and the payment data include a card alias that represents the credit or debit card that the shopper used. The card alias can't be used for making payments, but it allows you to identify the shopper. You could use this, for example:
- In a parking garage: Upon arrival, you use card acquisition to identify the driver and record their time of arrival. When the driver leaves, you do another card acquisition. This enables you calculate the amount due based on the arrival and departure times, and charge the driver for the correct amount.
When you have identified a shopper, you can combine this with the purchase history stored in your back-end system, for shopper loyalty purposes. For example:
Card-linked loyalty: Linking your loyalty program to the shopper's credit or debit card. Shoppers no longer need to have a physical loyalty card. Using the card alias, you look up the shopper in your loyalty program, and offer loyalty rewards based on their past purchases. You can do this after the payment, but you could also use card acquisition to apply discounts and add gifts on the spot.
- Product recommendations based on the purchase history of the shopper.
You can use the card alias to recognize the shopper, but you can also go one step further and create your own identifiers to be returned in card acquisition and payment responses. That enables you to identify an individual, not just their payment card, and make the shopping experience even more personal.
You use the issuer country and the card BIN returned in the card acquisition response to determine whether the transaction qualifies for a VAT refund. If the transaction qualifies, you give the shopper a tax-free form so that they can claim a refund with your tax-free shopping provider.
We can generate a token from an in-store payment, and then let you use the token to make later online payments that you have agreed on with the shopper. We refer to this as tokenization. Some use cases are:
Cross-selling products that require regular payments, such as an insurance policy for a product that the shopper bought in your store.
Late charges in hospitality, when you need to charge a guest an additional amount after they have left.
- Completing part of the sale in-store, and completing another part of the sale after delivery to the shopper's home.
To apply shopper recognition successfully, you need to:
- Know what data you will be handling. Refer to card and shopper identifiers to learn more.
- Understand and manage the privacy implications of using such data.
- Have your own back-end systems and implement your business logic.
Manage customer data and privacy
Before storing any customer data, including payment data, you need to consider data privacy.
- Consult your legal department or an accredited third-party company to understand the data privacy regulations of the countries that you operate in.
- Ask for your customer's explicit permission to store their data, and be clear about what you intend to use it for. For this, you could leverage the Terms and Conditions on your website, or you can use the payment terminal to interact with the customer.
If the customer asks to remove their information, you can use our Data Protection API to remove any customer-related data that you have stored with Adyen. The API also enables you to comply with the General Data Protection Regulation (GDPR) right to erasure.
Your own systems
What you get out of card and shopper recognition greatly depends on your own back-end systems and business logic.
You will need to store the collected card and shopper identifiers in your Customer Relationship Management System (CRM) or other database. The data need to be readable and writable for all your sales channels.
You also need to implement logic, for example, to combine data in a way that answers questions about your shoppers.