The Challenge: Disconnected Customer Journeys

Customers interact with businesses across both digital and physical channels, but most companies fail to connect these touchpoints.

🚩 Retailers struggle to link in-store purchases with online browsing behavior.
🚩 B2B companies can’t track offline event attendees back to their digital activity.
🚩 Customer service teams lack full visibility into past online and offline interactions.

When online and offline data remain siloed, businesses lose valuable insights, misattribute conversions, and create disjointed customer experiences.

Identity resolution fixes this by unifying customer data across all touchpoints, enabling true omnichannel engagement.

1. Why Online & Offline Customer Data Remains Disconnected

Most businesses collect data from:
✔ Online sources (website visits, social media, email, mobile apps)
✔ Offline sources (in-store transactions, call center interactions, trade shows, direct mail)

But these datasets often remain fragmented due to:
🚩 Different identifiers across channels (email online vs. phone number in-store).
🚩 Lack of integration between CRM, POS, and marketing platforms.
🚩 Siloed teams managing different parts of the customer journey.

Example of a Disconnected Customer Experience

Without identity resolution:

• A customer browses products online but doesn’t buy.
• Later, they visit a store and make a purchase.
• The business doesn’t link these interactions, so:
  • The customer still receives abandoned cart emails.
  • They aren’t offered relevant recommendations based on past browsing.
  • The marketing team misattributes the in-store purchase.

With identity resolution:
✔ Online browsing and offline purchases are linked to a unified customer profile.
✔ The business knows what the customer was interested in before they purchased.
✔ Marketing stops sending irrelevant reminders and starts personalizing future offers.

2. How Identity Resolution Connects Online & Offline Data

1. Matches Customers Across Digital & Physical Interactions

✔ Uses deterministic matching (email, phone, loyalty ID) to connect online and offline records.
✔ Uses AI-powered probabilistic matching (device signals, purchase behaviors) to fill in gaps.
✔ Ensures every customer has one profile, whether they interact online or in person.

2. Improves Marketing Attribution

✔ Helps businesses track how online engagement drives offline purchases (and vice versa).
✔ Ensures ad spend is allocated to the real sources driving conversions.
✔ Stops crediting digital campaigns for conversions that actually happened in-store.

3. Enables Omnichannel Personalization

✔ Ensures customers receive consistent messaging whether they shop online or in-store.
✔ Triggers real-time personalization, like offering an in-store discount based on online behavior.
✔ Enhances loyalty programs by linking all interactions into a single rewards profile.

4. Strengthens Customer Service & Support

✔ Call center agents can see a customer’s full purchase history, online and offline.
✔ Store associates can recognize loyalty members based on past digital interactions.
✔ Brands can resolve issues faster by having a complete customer history at hand.

3. The Business Impact of Identity Resolution for Omnichannel Brands

🚀 More Accurate Customer Insights – Businesses understand how digital and physical interactions connect.

🚀 Higher Marketing ROI – Ad spend is optimized by tracking online-to-offline conversions.

🚀 Better Customer Experiences – Customers feel recognized across all touchpoints.

🚀 Stronger Retention & Loyalty – Brands can personalize offers based on full customer behavior.

4. What Happens If You Don’t Fix Online & Offline Identity Resolution?

🚩 Marketing campaigns misattribute success, leading to wasted ad spend.
🚩 Customers receive generic, disconnected experiences.
🚩 Sales and service teams lack visibility into full customer history.
🚩 Loyalty programs fail to recognize customers across touchpoints.

5. The Future of Online & Offline Identity Resolution

🔮 AI-powered identity resolution will link in-store behavior, mobile activity, and digital interactions in real time.
🔮 Businesses will invest in first-party data strategies to unify omnichannel engagement.
🔮 Brands that connect online and offline data will dominate customer experience and retention.

Want to See Identity Resolution in Action?

If your business struggles to connect online engagement with offline sales and interactions, identity resolution is the solution.

View the Identity Resolution Slide Deck to see how it works. If you’re ready to start using identity resolution the right way, you can purchase it here.