Real World Identification

Corner Store 2.0 – The unique customer experience, thanks to the linking of the offline and online worlds
Blog EN, Real World Identification

Corner Store 2.0 – The unique customer experience, thanks to the linking of the offline and online worlds

Who still remembers it? The little shop around the corner where “Aunt Emma” was still standing behind the counter selling everyday essentials to her customers. The special thing about these shops was that “Aunt Emma” often knew her customers from an early age and therefore knew exactly what their preferences were and what they liked to buy. She knew when the budgie needed new food again and which type of bread was eaten by all family members. And obviously, the inevitable “candy” to eat on the way could not be missed!

Today, “Tante Emma“ or the traditional “mom and pop“ stores have largely disappeared from the scene. The changes that the retail industry, in particular, has undergone in the course of digitalization are immense. Communication, sales and customer contact takes place predominantly in the digital world. As a result, shopping no longer starts at the doorstep of the store.

Digitalization of the POS bridges the gap inorder to present a continuous customer journe

One thing that has not changed and has in fact gained relevance with increasing digitalization: Understanding the customer and his needs. In the online world, personalized advertising is already common practice and is regarded as the decisive success criterion. In the offline world, i.e. in the real world, there is often still some catching up to do. The digitalization of the point of sale represents a “must-have” for a successful future for retail companies, because in the physical world the same principle applies, as in the digital world: Only those who know their customers do business. Tante Emma (Aunt Emma) already knew this!

The touchpoints that customers access today before making a purchase are manifold. They cannot be limited to online or offline, but rather consist of a mix of both the worlds.

The word of the hour is: Omnichannel. Customers shop conveniently using a tablet or PC from home, on a smartphone while on the move, or – even today – visit a stationery shop. For retailers, this means that they now have to cater to all channels. Many have already done so and offered their customers not only stationery stores but also online shops and smartphone apps as digital customer cards. What many still lack, however, is the link between the digital and the real world in order to make the customer journey consistent and the customer experience unique.

Connecting the real world with the digital world – quite easily: with CIAM and Location Based Services

Thanks to modern location-based service technologies, customers can be identified at the POS via their devices with the help of apps. A Customer Identity and Access Management (CIAM) serves as an interface between the localization technology and the device/app and can uniquely identify the customer. This enables retailers to address their customers at the POS in the same personalized way as they do today on online channels. In addition to the unique authentication of customers, a CIAM also offers a 360° view of user data, thus providing a consistent shopping experience across all channels. This also turns the stationary shop into a networked world of experience.

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With geofencing, a certain area around the shop is virtually fenced in. If a registered customer enters this zone, he is recognized via GPS and automatically receives targeted marketing messages such as the indication of a discount via push messaging, SMS or email on his mobile device.

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Beacons are small mini transmitters and are often used within stores to mark certain areas, analyze them or, like geofencing, trigger messages to customers in the store. In contrast to geofencing, the beacon range is rather limited.


NFC (Near field communication

NFC is a wireless transmission technology that is mainly used today for mobile payment. However, NFC technology can also be used to communicate offers or product information to customers. The technological developments presented in the field of information transfer make it possible to locate customers or their mobile devices. But how do the little helpers manage to determine the identity of the customer and trigger marketing messages according to their taste? This is exactly where a CIAM system comes into play.

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Omnichannel Experience for Customers

By using a customer identity management system, touchpoints – whether online or offline – are synchronized and linked to the real identity of the buyer. If a buyer has been known in the “online world” for a long time, Real World Identification at the POS allows this digital customer profile to be linked to the actual person – making the purchase an omnichannel experience for the customer:

  • Real-world identification: thanks to smart information technologies, the real person can be linked to the digital identity as soon as the person approaches the shop
  • Proximity Marketing: through holistic user profiles, targeted campaigns can be managed, which in turn leads to a
  • Higher conversion due to individual addres

In this blog post we have described how a CIAM can get the customer journey going and sustainably contribute to a higher conversion rate.

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Thanks to CIAM, the stationary shop has become a networked world of experience.

The Customer Journey has become more multifaceted in times of Omnichannel retailing

Retail is changing: online trade is booming, but over-the-counter trade also remains an important sales channel. Consumers no longer want to have to choose between online and offline, but prefer to use all sales channels in parallel. The key to continued success in the future can clearly be summarized by the key words “Omnichannel” or “Synchronization of touchpoints”. Where digital touchpoints such as online shops or apps merge with traditional customer contact points, the customer experiences the “Tante Emma feeling” of the past and will always remain a loyal customer.

Are you a retailer and would like to learn more about the use of customer identity management at your POS? Simply book a non-committal appointment for a meeting

blog post
Blog EN, Real World Identification

Identity and Access Management: The business driver to boost sales in the Retail industry

Customer Identity Management is the recipe for success when it comes to making Customer Journey safe and exceptional
Yael Widmann, Business Development

With the retail industry being one of the worst hit by the digital disruption wave, the most dynamic retail brands are becoming more customer-centric. Today’s digitally empowered customers yearn for more – they expect a unique shopping experience each time. Hence providing exceptional omnichannel experience has become one of the most critical goals that retailers have to achieve. A diverse range of digital & physical shopping options would only mean a diverse and humungous amount of data to manage! And this is exactly why Identity and Access management has evolved over time into a “must-have” critical business enabler that not only provides the omnichannel experience but also makes the organization more successful.

So how is such an omnichannel experience accomplished?

The customer is given the same identity across all channels, enabling the delivery of a personalized shopping experience while ensuring data protection

Easy and convenient registration for better conversions

Asking users to fill extensive forms, requesting for verification at the initial stages of the customer-conversation and the like are things of the past – In today’s digital world, this is enough reason for customers to turn to other competitors who provide them seamless access to their services.

Cidaas enables an easy and convenient registration process

  • Social Login allows the end user to register with their Social network accounts.
  • Progressive or intelligent profiling allows the creation of forms with minimal data entry requirements
  • Single Sign On (SSO) enables end-users to log on to all devices and platforms

In short: With the login and registration features, retailers are sure to make an impressive start with their customers!

Holistic User profiles to identify your customers, understand them better and provide a unique shopping experience

To begin with, understanding your customer, their behavior & interests and insights into their decision-making traits would prove crucial in delivering the experience of their choice – to keep them hooked to your business.

Cidaas CIAM solution plays a pivotal role here – like fixing the pieces of a jigsaw puzzle, cidaas analyses each of the interactions of the customer in course of time, join the dots and assesses if it was the same customer who made all these interactions and, with the help of its “progressive user profiling”, incrementally & step-by-step, builds a holistic profile of the customer. This helps is delivering personalized content and the appealing experience to the user that results in brand loyalty.

Connecting digital and real-world identities: Real time marketing across all channels

cidaas goes one step further and enables the identification of digital customers in the real world – Thanks to the feature “Real World Identification”. A link between the two identities (real world and digital) can be accomplished with the help of installed IP cameras, beacons or NFC-based devices such as smartphones. This extends the Omni-Channel experience to include the stationary point-of-sale and allows retailers to run targeted marketing campaigns.

Consider the scenario in which the customer is in the vicinity of your store – cidaas leverages beacons to identify the customer and correspondingly present customized offers on his registered mobile devices, that entice him into visiting your store. Or, say, the customer is already in your store – cidaas could inform the customer about special offers or discounts.

Want to track customer traffic within your store? Cidaas uses NFC technology and IP cameras to help you figure out the most and least visited areas of your store – accordingly, you may want to consider refining your marketing strategies.

cidaas can be easily integrated into existing systems through open interfaces and offers plenty of scope for customization – from the defining the fields to be displayed on the registration pages to the design of an individual look and feel.

It’s not too late to seriously consider investing in an all-in-one comprehensive and reliable CIAM solution like cidaas – because the goal is not to just to sell a product, but to build a long-lasting relationship of confidence and faith with the customer.

Read our freely downloadable factsheet to know more about how retailers can profit from a CIAM solution.

Interested in knowing how cidaas can add value to your company? Then arrange your personal demo appointment today: Schedule a Demo