The CIAM for
home improvement retail
The CIAM for home improvement retail connects webshop, loyalty programs, customer data and in-store services into a single central platform, bringing structure to complex customer journeys.
Webshop
Loyalty Program
Contractor Accounts
In-Store Services
Companies that already
trust cidaas
What our customers say about
cidaas CIAM for home improvement
Carsten Müller
Head of Enterprise Architecture & Security, Hornbach Baumarkt AG
Sucess story: Hornbach
Founded in 1877, HORNBACH is one of Europe’s leading DIY and home improvement retailers. Today, HORNBACH Baumarkt AG operates 173 DIY stores and three specialist stores across nine European countries, complemented by 39 building materials trade locations through HORNBACH Baustoff Union.
To centralize identity management across digital and physical touchpoints, HORNBACH selected cidaas as its CIAM platform. The solution manages authentication, consent, and customer identities across channels, while the cidaas ID validator ensures compliant age verification for restricted products, delivering secure, scalable identity services throughout Europe.
Powerful CIAM features
cidaas delivers a powerful, European cloud-based CIAM for home improvement retail, designed to manage customer identities securely and seamlessly across webshop, mobile app, loyalty programs, POS systems, and equipment rental services.
By providing a unified identity across all channels, retailers enable seamless login, consistent customer recognition, and a seamless shopping experience from project planning to checkout and beyond. For project markets, this means:
Consistent experiences boost retention and increase customer lifetime value in the long term.
The digital customer card
A unified digital customer card that links purchase history, project interests, and loyalty benefits across all channels. Retailers gain actionable insights into purchasing behavior and can offer personalized discounts, project-related rewards, and targeted promotions.
This results in personalization based on real data, which increases the average order value and boosts revenue per user.
Family & Friends, B2B
From family renovation projects to professional contractor accounts: cidaas CIAM for home improvement centers supports flexible group and business account structures.
For example, home improvement retailers, can set up shared project lists, delegate purchasing rights, or organize teams of tradespeople under a single business account, including role-based permissions and access to B2B pricing, invoices, or rental services.
Multiple users and projects per account increase usage intensity and thus revenue per user.
Personalized customer journey
With a single identity, retailers can tailor the customer experience across their online store, mobile app, loyalty program, self-checkout, and in-store consultations. Customers receive relevant recommendations based on past purchases and the current stage of their project: From “planning” to “completion.”
Relevant content leads to a higher conversion rate, increases the average order value, and reduces cart abandonment rates at the same time.
Real world identification
By linking digital identities to in-store interactions, specialty retailers can recognize customers at the point of sale, enable seamless check-in at self-checkout stations, manage the verification of equipment rental transactions, and link loyalty rewards directly to in-store purchases.
Seamless transitions between channels reduce bounce and abandonment rates and improve conversion rates throughout the entire customer journey.
Online- & Offline Conversions
By linking online and offline conversions – such as Click & Collect – home improvement stores gain a comprehensive view of their customers. Campaigns can be targeted effectively, personalized offers can be delivered across all channels, and conversion opportunities can be maximized throughout the entire customer journey.
A stronger data foundation increases conversion rates, improves campaign management, and boosts revenue per customer.
Project-based purchases
With cidaas, customers, projects, and shopping lists can be linked together. This allows individual customers to organize their projects and plan their purchases strategically, while business customers – such as teams of tradespeople – can make project-based purchases, manage budgets, and flexibly control access rights within their organization.
Longer project cycles increase customer retention and lead to a sustainably higher average order value.
Supercharge your CIAM
with the cidaas ID validator
Vehicle rental & age verification
Home improvement retailers often provide vehicle rentals and require a quick and secure driver´s license verification process for cars and trailers.
Thanks to the integrated driver’s license verification feature via the cidaas ID validator, retailers can securely verify customers during rental:
Digitally, in compliance with regulations, and without slowing down checkout.
With cidaas you can expect
these benefits
Enable a seamless sign-in experience in your online store, app, and self-checkout systems. Passwordless authentication lowers barriers to entry and measurably increases conversion rates.
Prevent abandoned purchases in complex project-based transactions by implementing seamless login processes. Reducing friction at checkout significantly lowers abandonment and bounce rates.
Create a consistent customer experience across all channels and deliver personalized offers throughout each project phase. This increases customer lifetime value and revenue per user.
Simplify access to digital loyalty cards, project-based rewards, and offers. Increased usage boosts customer retention and raises the average order value.
Collect customer data step by step and link project-based purchases as well as online and offline conversions. This enables targeted offers and sustainably increases revenue per user.
Protect your revenue with risk-based authentication and prevent fraud involving accounts, gift cards, and services. This helps you secure revenue per user and avoid revenue losses.
Centralize customer identities across your omnichannel platforms. A consistent data foundation enables better decision-making and sustainably increases conversion rates, customer retention, and revenue per customer.
Active Accounts
Spotlight: Managing B2B identities
Roles, permissions, and structures
Retailers often serve not only private customers but also professional contractors, craftsmen, and business accounts. CIAM for home improvement retail enables structured B2B account models with role-based access control (RBAC), allowing companies to manage multiple users under one business account.
With cidaas, retailers can define roles such as purchaser, site manager, or finance contact, assign permissions accordingly, and control access to pricing tiers, invoices, bulk orders, or rental services. This ensures secure identity management while supporting complex B2B procurement processes and contractor workflows across online and in-store channels.
Digital sovereignty for DIY
home centers
With cidaas CIAM all customer and identity data remain exclusively in Germany and the EU.
This gives home improvement retailers full control, regulatory compliance, and a secure foundation for omnichannel identity management.
cidaas in action: Hornbach
Before Hornbach integrated cidaas into its IT architecture as an identity provider, its IT environment was based on an open-source project that proved to be incomplete and caused further problems. The goal was to create a secure environment that is scalable and supports custom roles.
Hornbach – the initial situation
→ Slower time-to-market and delayed implementation of conversion-optimization measures
→ Limited flexibility and inefficient refinement of the customer journey
→ Risk of revenue loss, declining trust, negative impact on user retention and revenue per user
→ Limited personalization and lower customer lifetime value
→ Risk of downtime, negative impact on conversion rates and customer satisfaction
→ Inconsistent user experience and higher bounce and abandonment rates
→ Slow adaptation to market demands and limited conversion optimization
→ Limited scalability and inefficient use of customer data
The cidaas benefits
→ Ensuring sales and stable revenue per user
→ Higher data quality for personalization and increased customer lifetime value
→ Greater trust and stronger customer loyalty
→ Higher conversion rate through simplified access across all channels
→ Securing transactions while maintaining a seamless user experience
→ More users per account and increased revenue per user (e.g., nonprofit organizations, families, or businesses)
→ Real-time use of customer data for better conversions, lower abandonment rates, and higher retention
By implementing cidaas CIAM, HORNBACH improved customer experience, increased security, and created a future-ready identity backbone that supports both B2C and B2B use cases at scale.
One advantage of cidaas – and I believe this is the most important thing for us – is its integrated approach: it’s not just traditional identity management, but also includes the Policy & Friends module, which allows us to map out different roles for our customers and business partners. We also find the add-ons—such as ID verification and digital identity verification – all from a single source, to be very exciting.
Carsten Müller
Head of Enterprise Architecture & Security, Hornbach Baumarkt AG
More about CIAM for
retailers
Identity management at HORNBACH: Best practices for identity-first security
The transition from cIAM to cpIAM, strengthening the federation by integrating various IDPs, and implementing multi-factor authentication (MFA) for increased security plus effective group management in the ‘Family & Friends’ area.
HORNBACH relies on the ID validator
HORNBACH is driving forward its digital transformation with cidaas and verifying identities using digital identity verification with the help of the cidaas ID validator.
Success story CONRAD: Expansion through the cidaas CIAM
The new shopping experience for CONRAD’s customers should be simple, secure, and comprehensive. cidaas CIAM for retail adds useful and secure features such as single sign-on and social login to the shop.
Your expertise & our CIAM = Smarter omnichannel retail
Today’s DIY customers and professional buyers expect more than just access. They move between online research, mobile apps, click & collect, in-store consultation, and self-checkout, often within a single project journey.
Registration and authentication must be simple, fast, and secure across every touchpoint. Unlike traditional CIAM solutions that focus only on login, cidaas combines frictionless user experience, enterprise scalability, and seamless integration into existing POS systems, e-commerce platforms, and backend infrastructures.
Its API-first architecture connects web shops, loyalty programs, contractor accounts, and in-store systems without disrupting ongoing operations, reducing complexity and accelerating time-to-value. Built for high-volume retail environments, cidaas reliably supports millions of identities, seasonal peaks, and campaign-driven traffic.
From first login to finished project:
One unified identity
Turn identity into the foundation of seamless omnichannel journeys,
starting from project planning to checkout.
FAQs
Everything you need to know about CIAM for home improvement retail.