By Ashley Adelman | Posted on October 02, 2018
Consumer grocery shopping habits are changing. Today’s shoppers don’t exclusively rely on a single grocery store for their weekly shopping, and they have a wider variety of choices from warehouse clubs, big-box retailers, dollar stores, specialty retailers, and of course, the digital disruptors, such as Amazon, Boxed, HomeChef and others. To compete, traditional grocery stores have evolved their business models to better align with their shoppers’ expectations.
For example, Albertson’s announced in mid-2017 it hired digital experts to help grow its eCommerce program, and since then, it acquired meal kit service Plated, expanded its home delivery service through a partnership with Instacart, and reported a 108% increase in eCommerce sales in Q1 2018. The traditional grocery stores and retailers successfully competing with digital-native disruptors have looked beyond their industry to learn how to compete in the digital landscape, and have transformed themselves into tech companies that are using their digital properties to supplement in-store experiences and vice versa.
Now that grocery retailers are invested in digital, they must prepare for the tipping point, when digital consumers and IoT reach critical mass and the mechanisms brands use to register, authenticate, manage and secure their customer identities become insufficient. According to Forrester Research, homegrown, manual identity and access management (IAM) systems are no longer sufficient for digital businesses. To sustain digital transformation, enterprise brands must invest in the engine behind it: customer IAM (CIAM).
As a CIAM leader, Janrain has worked with a number of enterprise brands that, in order to get digital transformation projects off the ground, retrofitted legacy identity management systems traditionally used to manage employee identities for consumer use cases. This is not a sustainable solution as trends in customer experience, cloud-based services, and data privacy and security stretch traditional IAM systems beyond their capabilities.
An effective customer IAM platform should be highly scalable, provide 360° omnichannel shopper insights, support modern consent management and privacy best practices, seamlessly integrate with a brands’ tech stack, and have rigorous security. By implementing a dedicated CIAM solution, grocery retailers can better-leverage their customer data, create even more personalized customer experiences that seamlessly transition on and offline, and perform under high traffic and other unforeseen circumstances.
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