new retail customer insights - adyen
TRANSCRIPT
New Retail Customer InsightsJ.P. Lips, Adyen Head of Retail and Hospitality Solutions
The challenge: We know we can serve our customers better … when we understand them better.
The challenge: There is an abundance of valuable, yet fragmented data
The challenge: The most valuable data is the data you have, or could have… What people buy.
Consolidate every payment to fuel insights and drive engagement
Connect all payments
First things first What is the “so what”?
Understand your 80/20 rule S
ales
%
0
20
40
60
80
100
Shopper %
0 20 40 60 80 100
Measure the results of a loyalty program
Ave
rag
e nu
mb
er o
f vis
its
per
mon
th
0
0,5
1
1,5
2
Shoppers - normal Shoppers - loyalty program
Introduction of loyalty program
Do you have stores in the right locations?
• Stores
• Shopper transactions(the darker the green, the more transactions were performed)New York Area
Shoppers moving from old to new stores - cannibalization
Existing store 1
Existing store 3
Existing store 2
Existing store 4
New store
What happens when you open or close a store?
What is the value of an omnichannel shopper?
Omnichannel shoppers
Ecommerce shoppers
POS shoppers
0 1 2 3
1,1
1,3
2,9
Average visit frequency for omnichannel shoppers vs. one-channel shoppers
What is the value of true omnichannel journeys?
Online sale
In-store refund
In-store sale
Percentage of instore refunds converted into an upsell
0%
25%
50%
75%
100%
Chelsea
Brooklyn
Soho
5th A
venue
Times S
quare
Union square
4%6%7%
29%31%32%
What is the value of true omnichannel journeys?
Understanding Covid impacts N
umbe
r of t
rans
actio
ns
2020-01-06
2020-01-13
2020-01-20
2020-01-27
2020-02-03
2020-02-10
2020-02-17
2020-02-24
2020-03-02
2020-03-09
2020-03-16
2020-03-23
2020-03-30
2020-04-06
2020-04-13
2020-04-20
2020-04-27
2020-05-04
2020-05-11
2020-05-18
2020-05-25
2020-06-01
2020-06-08
2020-06-15
2020-06-22
2020-06-29
2020-07-06
2020-07-13
2020-07-20
2020-07-27
2020-08-03
2020-08-10
2020-08-17
2020-08-24
2020-08-31
2020-09-07
2020-09-14
2020-09-21
EcommercePOS
Data: 01/01/2020 - 04/30/2020
0
3000
6000
9000
12000
2020-02-10
2020-02-17
2020-02-24
2020-03-02
2020-03-09
2020-03-16
2020-03-23
2020-03-30
2020-04-06
2020-04-13
2020-04-20
2020-04-27
2020-05-04
2020-05-11
2020-05-18
2020-05-25
2020-06-01
2020-06-08
2020-06-15
2020-06-22
2020-06-29
2020-07-06
2020-07-13
2020-07-20
2020-07-27
2020-08-03
2020-08-10
2020-08-17
2020-08-24
2020-08-31
2020-09-07
2020-09-14
2020-09-21
POS only shoppersEcom and omnichannel shoppersNew shoppers
Ecommerce transactions The Ecommerce shoppers are divided into three groups:
1. Shoppers that transacted at the merchant in the last year, but only in stores (POS)
2. Shoppers that did Ecommerce transactions or both POS and Ecommerce transactions in the last year
3. Shoppers that didn’t do a transaction with the merchant in the last year (New)
Where does the growth of eCommerce come from?
Num
ber o
f Tra
nsac
tions
Average Transaction Value
ChinaUSAUnited KingdomHong KongJapanTaiwanSingaporeIndonesiaFranceThailand
Know where your customers come from
Shopper origin - top 10 countriesin terms of revenue creation in London stores
There are two ways to take advantage of these shopper insights
Adyen Dashboard View reports and dashboards within Adyen Dashboard, where you manage your account.
Your own environment We provide you with the transaction data, and you consume it within your own database.
Quickly see the cross-channel behavior of customers
Adyen Dashboard
Upcoming dashboards: Shopper origin
More TBA
Recognize customers based on the card detail
In your own environment
With every payment, Adyen provides a unique value that represents the PAN (card alias) to the merchant
This alias can be used to link a payment to earlier payments completed with the same card
Adyen can include addition data for profiling like Shopper Origin, Funding Source, Payment Account Reference
Use payment responses from the terminal through the POS system
In your own environment
POS integration required (e.g., with a CRM)
Data available in real-time
Adyen responds with payment and
shopper detailsTerminal submits payment
Terminal passes payment and shopper details to POS
POS passes shopper details to merchant’s CRM
Use payment notifications to send data to a different system
In your own environment
No POS integration required
Data not available during transaction*
*Works for passive identification, but not for active identification.
Adyen sends payment and
shopper detailsin notification
(on authorization)
Merchant confirms the notification
Shopper performs payment
Insight is where it all starts But how do you make it personal for the customer?
Survey on terminal Mantel is asking its customers for a rating on the terminal
Register Together with the payment request, send shopper information
Recognize When the registered card is used, shopper information will be returned after each payment
Combine Use this information to: • link orders with shoppers
across channels • Look up customer details for
delivery • Send en eReceipt • Record a transaction for loyalty
Omnichannel shopper recognition
Payment details are linked to the customer via the Dunkin’ app
Payment-linked loyalty
Payment card is used on the terminal, customer details are returned in a notification
Payment-linked loyalty
Customer details are used to send a notification to the app, driving mobile engagement
Payment-linked loyalty
Would you like to sign up to our loyalty program?
Welcome!
Not now Yes
edouard@adye|Please enter your e-mail address
Recognize in-store — the virtuous circle
Shopper presents card
Adyen sends a response to the POS containing shopper
details (if available)
Shopper details not available
Shopper details available
Shopper is asked consent for
storing details
Shopper details are stored at Adyen
Payment processedAdyen retrieves shopper details
(if available):
• Shopper reference • Shopper email
Shopper is welcomed back
Potentially: • Loyalty points balance is presented • Customer is asked to receive receipt
through email
New Retail Customer InsightsJ.P. Lips, Adyen Head of Retail and Hospitality Solutions