Adyen Partner of e-P Summit 2018 | 20-21 Nov. | Milan

Adyen is the technology company reinventing payments for the global economy.

The only provider of a modern end-to-end infrastructure connecting directly to Visa, Mastercard, and consumers’ globally preferred payment methods, Adyen delivers frictionless payments across online, mobile, and in-store.

With offices all around the world, Adyen serves more than 4,500 businesses, including 8 of the 10 largest U.S. Internet companies. Customers include Facebook, Uber, Netflix, Spotify and L’Oreal.


Contact Person: Elena Scaglia // VP Sales

[email protected]
+39 388 9085849


Customer personalization:
What do shoppers actually want?

We know that in today’s landscape, experience is everything. Price wars are fruitless; there will always be a cheaper option somewhere else. So retailers must capture and keep their audience by delivering an outstanding experience.

And the cornerstone of this outstanding service? Customer personalization. But what does it mean in practical terms? And what level of personalization do shoppers actually want?


Link loyalty to the shopper credit card

Linking loyalty to the shopper credit card lets you apply loyalty to all channels. Shoppers don’t have the frustration of forgetting their loyalty card, and it saves you money as well.

Adyen makes it easy to identify a shopper and view past purchases by their credit card alone. Dutch luxury department store, de Bijenkorf, uses this information to apply discounts and add loyalty gifts on the spot.

If you’re offering loyalty rewards, make it personal.

A study from HelloWorld found that 77% of shoppers think loyalty programs should offer rewards that reflect their preferences.

Be contextual

Forrester Research defines contextualization as a “tailored, adaptive and sometimes predictive digital customer experience that expands on personalization techniques by automating decision-making and adding in-the-moment details.”

In layman’s terms, this is all about sending the right messages to the right shoppers at the right times. 50% of US shoppers want location-based discounts and coupons sent to their smartphones.

You can do this in different ways. One example is to send push notifications to shoppers near your store, enticing them inside with a discount on an item they’d been browsing online. Or, since most new payment terminals come with beacons installed, you can recognize your shopper at the point of sale via their mobile app. You can then give them the option to pay in-app and relinquish points they’ve accumulated.

HelloWorld found that 55% of millennial respondents like surprises. So, if you’re targeting millennials, offer personalized surprises like discounts at the checkout.

Use payment data to anticipate shopper needs

30% of US shoppers want sales associates to know their preferences and have the items available. So make sure your store is prepared for your regular shoppers.

If all your payment data feeds into the same system, you can map consumer behavior and identify trends to inform these decisions. For example, ‘shopper origin’ data will tell you where the majority of your in-store shoppers are coming from. Knowing this will ensure you’re catering to the tastes of your most frequent shoppers. You can use this information to determine which items to display, or which payment methods to support. If your in-store shoppers are Chinese tourists, for example, you should consider supporting, Alipay, China UnionPay and WeChat Pay in-store.

Make relevant recommendations online

24% of US shoppers want product recommendations based on past purchases. If your online and in-store payment data is connected, it’s easy to view the purchase history of your shoppers. So, whether they buy online or in store, you can greet them with a targeted selection of items based previous purchases.