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eCommerce platforms help businesses build dynamic digital marketplaces that go far beyond brick and mortar sales models. In order to maximize their considerable potential, it’s important to

put customer identity at the center of your data management strategy, so you can deliver more relevant experiences across every touchpoint.

While your eCommerce platform likely offers some identity management features like on-site registration and analytics, it’s not an ideal solution for managing customer data business-wide. Implementing a specialized customer identity and access management (CIAM) platform can unlock the true power of your e-Commerce solution for less cost and faster time-to-market. So what are some of the challenges a CIAM solution can help you overcome?

Limited Registration CapabilitiesWhile many eCommerce solutions offer social network login alongside traditional registration, few offer support for identity providers beyond Facebook, Twitter and Google+, making it harder to compete in international markets where support for regional networks is crucial. Also, if you have brands on different platforms, such as web and mobile browsers and apps for various devices, implementing company-wide single-sign on (SSO) requires extensive customization. Finally, “progressive profiling”—prompting users for additional information over time—is vital for fostering customer relationships, but difficult to achieve with an eCommerce solution alone.

Limited Data ManagementWhile eCommerce solutions can offer the benefit of a frictionless login experience, they are not built to store the social data captured during social authentication, so user profiles still remain relatively static. eCommerce platforms’ databases vary in type, including relational and NoSQL, but regardless of architecture, custom coding is often required to create fields for unstructured data like users’ interests and activities. In addition, these databases require you to manually manage data privacy and regional regulatory compliance, incurring costs and risk.

Why Your eCommerce Platform Needs CIAM

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Limited Customer ViewYour digital strategy should give marketing, sales and service pros real-time access to customer data for segmentation, visualization and analysis. e-Commerce platforms store certain behavioral data types like order and transactional information, but without extensive customization they cannot tie behavioral data to individual user identities or reconcile disparate data types into complete profiles. This fragmented view makes it difficult for business leaders to analyze, understand and segment users, limiting the potential and possibilities for personalization.

How Gigya’s Customer Identity and Access Management (CIAM) Platform Powers eCommerce We’ve covered why managing customer identities using your eCommerce platform is not a good idea. Now let’s see how Gigya’s IDX marketplace pairs Gigya’s CIAM platform with 50+ marketing and service applications, including eCommerce solutions like hybris, Magento and Demandware, to optimize user experiences across devices and domains.

Collect More DataGigya’s registration system is easily deployed and offers customizable, responsive and out-of-the-box forms and flows for traditional registration, social login and profile management. Social Login supports 35+ global identity providers with a single API, while seamless SSO login unifies user records across sites and applications.

Pre-built modules for leading eCommerce partners also enable quick and easy rollout of Gigya loyalty and social engagement components, which provide valuable first-party data as users share, leave comments and participate in gamification on your site. Trigger fields based on pre-existing data to learn more about users over time—all while giving them complete control over their preferences and privacy settings and maintaining full privacy compliance.

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Build Rich Customer ProfilesCombine first-party, permission-based identity attributes—likes, interests, media preferences and more—with on-site behavioral data to create complete, actionable user profiles. Gigya’s Customer Insights dashboard allows you to visualize your customers as people, not personas, and makes it easy for business leaders to

segment, analyze and query user data at an aggregate level. Leverage these insights to create personalized recommendations and content that drives shopping cart conversions and nurtures repeat purchases.

Turn Data into ActionBi-directional data syncing between Gigya’s Profile Management identity repository, your eCommerce platform and existing business technologies lets you maximize the value of shopper data. Managing all your user records in a single, cloud-hosted data store provides a unified customer view across every channel,

device and brand. More than 50 partners in Gigya’s IDX marketplace transform customer data into fuel for meaningful customer journeys across business touch points that lead to lifetime relationships.

To learn more about how Gigya puts customer identity at the center of your digital strategy, visit www.gigya.com/integrations.

© 2015 Gigya, Inc. | 2513 Charleston Road #200, Mountain View, CA 94043 | T : (650) 353.7230 | www.gigya.com

Gigya, the Gigya logo, and Customer Identity Management Platform are either registered trademarks or trademarks of Gigya Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. Gigya does not own any end user data or maintain any other rights to this data, other than utilizing it to make Gigya’s services available to our clients and their end users. Gigya acts as an agent or back-end vendor of its client’s website or mobile application, to which the end user of our client granted permissions (if applicable). Gigya facilitates the collection, transfer and storage of end user data solely on behalf of its clients and at its clients’ direction. For more information, please see Gigya’s Privacy Policy, available at http://www.gigya.com/privacy-policy/. Gigya_DS_Gigya-and-E-comm-201511

“Giyga’s pre-built Demandware integration makes it easy to build and deploy customized registration forms and flows, complete with social login and account management. This has enabled us to collect significantly more user data and truly understand our customers.”

Justin OdomStrategic Marketing, Digital, Technology and eCommerce Leader, Crayola