While typically siloed from the shopping experience, the online world can learn a lot about visitor behavior and preferences from offline purchase data. With Dynamic Yield’s Offline Purchase Data Ingestion Tool, brands can finally consolidate data from both anonymous and identified users to create greater harmony between the two important shopping channels.
With the shuttering of once-dominant brands like Payless ShoeSource, Toys R Us, Sears, and more, it’s easier than ever to view brick-and-mortar stores as obsolete, rendering eCommerce as the new gold standard for consumer shopping. However, this sentiment fails to recognize that online transactions account for less than a quarter of overall retail sales. Not simply a byproduct of the invaluable experiential elements physical retail can provide, according to Deloitte, digital interactions influence 56 cents of every dollar spent in-store.
Indicative of the modern customer journey, one which involves multiple touchpoints and transcends both on and offline channels, stories of the retail apocalypse have been greatly exaggerated, blinding many to the bigger picture at hand. The future of retail is fluid, and brands who hope to withstand the test of time will invest in connecting, analyzing, and acting on each individual interaction, regardless of purchase channel.
However, until now, much of the offline shopping experience has been siloed, with teams struggling to merge what happens in-store with their efforts online. Without a central data integration between both channels, marketers have been left to guess the next best product or experience to serve upon a customer’s next visit to the site, diminishing the ability to truly cater to their distinct needs.
Bridging the gap between two worlds
There are two types of data that fall under offline purchases: anonymous and identified. Identified purchases include attributes connected to a customer, such as a phone number, email address, loyalty number, or mailing address. A purchase is considered anonymous when the transaction cannot be tied to a specific customer, which, unfortunately, is typically the case for retailers who have lacked the technical capabilities to do so.
But while anonymous offline purchase data is still incredibly useful for understanding and influencing behavior, connecting it to an actual person is most desirable, as it allows for enhanced targeting and recommendations, providing a more cohesive shopping experience.
That’s why Dynamic Yield has been working to help brands consolidate all of this important information, and now supports the ingestion of in-store POS data for both identified and anonymous transactions.
Retailers can continuously send anonymous and identified data through a field-based ingestion to provide customers with a hyper-personalized shopping experience. Later this year, brands utilizing the identified purchase data will be able to send this information in real-time via API.
Create a daily CSV upload of offline purchase data or ingest via API (coming soon) An enhancement of Dynamic Yield’s Data Loader feature, which already allows customers to onboard CRM data, PII user data, content feeds, and more, this new capability is part of a larger investment in our Customer Data Platform (CDP) offering. With it, marketers can more easily onboard, consolidate, and activate critical data for the delivery of highly tailored experiences across the entire marketing stack.
The many ways your online business can benefit from offline purchase data ingestion
Whether it’s through recommendations, targeting, or messaging, there are dozens of ways to improve shopping experiences with identified offline purchase data.
Refined affinity-based personalization
Each interaction a customer has with a brand, whether it be viewing a product, adding an item to the cart, or ultimately purchasing a product indicates their preferences to different brands, colors, styles, and even price range. This information, which is used to make up an individual’s unique Affinity Profile, can be extremely powerful for predicting the most relevant experiences to deliver. But these Affinity Profiles are only as strong as the data that’s been collected.
By combining offline transactions with online activity, a user’s Affinity Profile is further refined, increasing accuracy of targeting for those who have made a purchase in-store. For example, a marketer might build a segment consisting of those who recently made a purchase offline and serve them with a relevant offer upon arriving to the site, converting them into online shoppers.
Coupon and product recommendations targeted to shoppers with an affinity to flannel shirts based on in-store purchases Strengthened product recommendations
As there is a natural correlation between offline and online preferences, historic purchase data can be a goldmine for rendering more personalized product recommendations. For example, a repeat floral dress shopper in-store would likely be interested in seeing dresses or products with floral patterns upon visiting the site online – learnings that can be applied not only on an individual basis but across the site’s traffic.
On one hand, anonymous offline purchases can be used to enrich more global strategies such as “Most Popular” and “Bought Together.” While on the other, identified offline purchases can be leveraged to maximize recommendation performance per shopper, either by presenting products frequently purchased with recent offline purchases or excluding items from recommendation tray that were previously purchased in-store.
Products Frequently Purchased With’ recommendation strategy served to shoppers based on in-store purchases More personalized emails
These days, consumers’ inboxes are littered with emails from retailers in hopes of generating repeat purchases, but if they want to cut through the noise, they’ll have to get personal with their email campaigns. With access to identified offline purchase data, marketers can better speak to the recipient’s needs.
For instance, those who prefer to shop in-store and rarely interact online can be easily targeted with promotions for campaigns happening in-store. And email messaging can better reflect this segment’s offline purchase behavior based on the location they frequent the most.
Email targeted to shopper with recent in-store purchase of flannel shirt Influencing action on a whole new level
The benefits of offline purchase data collection go beyond catering to sophisticated customer preferences. It can also impact in-store shopping experiences, local inventory, and change the way retailers interact with their customers. By onboarding and retaining purchase data in a centralized place, brands can break free of the silos long-afflicting the offline world and provide better end-to-end shopping experiences.
Learn more about Dynamic Yield’s Customer Data Platform capabilities, contact us here.
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href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://events.dynamicyield.com/">Events</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/news-and-trends/stories.html">Press</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/awards-and-recognitions/">Awards</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/contact/">Contact us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/request-demo/">Request a demo</a></li></ul></div></li><li id="learning-center" class="dropdown links"><a href="" class="label">Learning Center</a><div class="content"><ul><li class="top"><ul class="links-list"><li class="resources-xp hidden-mobile menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learn/">Take your knowledge to exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization 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experience</div><div class="lc-header-right lc-flex"><ul class="lc-header-social lc-flex"><li class="et-social-icon"> <a href="#" title="Share on Facebook" class="icon" onclick="window.open('https://www.facebook.com/sharer/sharer.php?u=' + encodeURIComponent(document.URL) + '&t=' + encodeURIComponent(document.URL)); return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 460.1990662 458.5138245"><path 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class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-117612" class="et_pb_post post-117612 post type-post status-publish format-standard has-post-thumbnail hentry category-product tag-cdp tag-data-loader tag-offline-purchase-data"><div class="article-content"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/blog/" title="Blog">Blog</a><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/product/" rel="category tag">Product</a></li></ul></div><h1 class="article-title">Using in-store purchase data to enhance the online shopping experience</h1><h2 class="article-excerpt">Discover how you can merge offline and online data to create a 360-degree view of the customer and predict the next best product or content for visitors.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/shana-126.jpg" alt="Shana Pilewski" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/shana/" title="Posts by Shana Pilewski" rel="author">Shana Pilewski</a></div><div class="article-author-title-text"> Senior Director of Marketing, Dynamic Yield</div></div></div></div><div class="entry-content article-entry-content"><p><strong><em>While typically siloed from the shopping experience, the online world can learn a lot about visitor behavior and preferences from offline purchase data. With Dynamic Yield’s Offline Purchase Data Ingestion Tool, brands can finally consolidate data from both anonymous and identified users to create greater harmony between the two important shopping channels. </em></strong></p><p>With the shuttering of once-dominant brands like Payless ShoeSource, Toys R Us, Sears, and more, it’s easier than ever to view brick-and-mortar stores as obsolete, rendering eCommerce as the new gold standard for consumer shopping. However, this sentiment fails to recognize that online transactions account for less than a quarter of overall retail sales. Not simply a byproduct of the invaluable experiential elements physical retail can provide, <a href="https://www2.deloitte.com/tr/en/pages/consumer-industrial-products/articles/global-powers-of-retailing-2018.html">according to Deloitte</a>, digital interactions influence 56 cents of every dollar spent in-store. </p><p>Indicative of the modern customer journey, one which involves multiple touchpoints and transcends both on and offline channels, stories of the <a href="https://www.dynamicyield.com/glossary/retail-apocalypse/">retail apocalypse</a> have been greatly exaggerated, blinding many to the bigger picture at hand. The future of retail is fluid, and brands who hope to withstand the test of time will invest in connecting, analyzing, and acting on each individual interaction, regardless of purchase channel.</p><p>However, until now, much of the offline shopping experience has been siloed, with teams struggling to merge what happens in-store with their efforts online. Without a central data integration between both channels, marketers have been left to guess the next best product or experience to serve upon a customer’s next visit to the site, diminishing the ability to truly cater to their distinct needs.</p><h2>Bridging the gap between two worlds</h2><p>There are two types of data that fall under offline purchases: anonymous and identified. Identified purchases include attributes connected to a customer, such as a phone number, email address, loyalty number, or mailing address. A purchase is considered anonymous when the transaction cannot be tied to a specific customer, which, unfortunately, is typically the case for retailers who have lacked the technical capabilities to do so. </p><p>But while anonymous offline purchase data is still incredibly useful for understanding and influencing behavior, connecting it to an actual person is most desirable, as it allows for enhanced targeting and recommendations, providing a more cohesive shopping experience. </p><p>That’s why Dynamic Yield has been working to help brands consolidate all of this important information, and now supports the ingestion of in-store POS data for both identified and anonymous transactions. </p><p>Retailers can continuously send anonymous and identified data through a field-based ingestion to provide customers with a hyper-personalized shopping experience. Later this year, brands utilizing the identified purchase data will be able to send this information in real-time via API. </p><p><em><center>Create a daily CSV upload of</em><em> offline purchase data or ingest via API (coming soon) </em></center><br /> <img fetchpriority="high" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2020/02/offline-inline-1-e1583328557907.png" alt="Field-based data ingestion" width="1326" height="711" class="aligncenter size-full wp-image-117586" /></p><p>An enhancement of Dynamic Yield’s Data Loader feature, which already allows customers to onboard CRM data, PII user data, content feeds, and more, this new capability is part of a larger investment in our Customer Data Platform (CDP) offering. With it, marketers can more easily onboard, consolidate, and activate critical data for the delivery of highly tailored experiences across the entire marketing stack.</p><h2>The many ways your online business can benefit from offline purchase data ingestion</h2><p>Whether it’s through recommendations, targeting, or messaging, there are dozens of ways to improve shopping experiences with identified offline purchase data. </p><h3>Refined affinity-based personalization</h3><p>Each interaction a customer has with a brand, whether it be viewing a product, adding an item to the cart, or ultimately purchasing a product indicates their preferences to different brands, colors, styles, and even price range. This information, which is used to make up an individual’s unique <a href="https://www.dynamicyield.com/blog/exposing-the-complexity-of-user-affinities/">Affinity Profile</a>, can be extremely powerful for predicting the most relevant experiences to deliver. But these Affinity Profiles are only as strong as the data that’s been collected. </p><p>By combining offline transactions with online activity, a user’s Affinity Profile is further refined, increasing accuracy of targeting for those who have made a purchase in-store. For example, a marketer might build a segment consisting of those who recently made a purchase offline and serve them with a relevant offer upon arriving to the site, converting them into online shoppers.</p><p><em><center>Coupon and product recommendations targeted to shoppers with an affinity to flannel shirts based on in-store purchases</em></center><br /> <img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2020/02/offline-inline-2.png" alt="Example of how offline purchase data can be used to target shoppers" width="1330" height="846" class="aligncenter size-full wp-image-117591" /></p><h3>Strengthened product recommendations</h3><p>As there is a natural correlation between offline and online preferences, historic purchase data can be a goldmine for rendering more personalized <a href="https://www.dynamicyield.com/blog/product-recommendations-guide/">product recommendations</a>. For example, a repeat floral dress shopper in-store would likely be interested in seeing dresses or products with floral patterns upon visiting the site online – learnings that can be applied not only on an individual basis but across the site’s traffic. </p><p>On one hand, anonymous offline purchases can be used to enrich more global strategies such as “Most Popular” and “Bought Together.” While on the other, identified offline purchases can be leveraged to maximize recommendation performance per shopper, either by presenting products frequently purchased with recent offline purchases or excluding items from recommendation tray that were previously purchased in-store. </p><p><em><center>Products Frequently Purchased With’ recommendation strategy served to shoppers based on in-store purchases </em></center><br /> <img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2020/02/offline-inline-3.png" alt="Example of how offline purchase data can enhance product recommendations" width="1330" height="698" class="aligncenter size-full wp-image-117596" /></p><h3>More personalized emails</h3><p>These days, consumers’ inboxes are littered with emails from retailers in hopes of generating repeat purchases, but if they want to cut through the noise, they’ll have to <a href="https://www.dynamicyield.com/email/">get personal with their email campaigns</a>. With access to identified offline purchase data, marketers can better speak to the recipient’s needs. </p><p>For instance, those who prefer to shop in-store and rarely interact online can be easily targeted with promotions for campaigns happening in-store. And email messaging can better reflect this segment’s offline purchase behavior based on the location they frequent the most.</p><p><em><center>Email targeted to shopper with recent in-store purchase of flannel shirt</em></center><br /> <img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2020/02/offline-inline-4.png" alt="Example of how offline purchase data can be used to deliver more personalized emails" width="1330" height="1126" class="aligncenter size-full wp-image-117601" /></p><h2>Influencing action on a whole new level</h2><p>The benefits of offline purchase data collection go beyond catering to sophisticated customer preferences. It can also impact in-store shopping experiences, local inventory, and change the way retailers interact with their customers. By onboarding and retaining purchase data in a centralized place, brands can break free of the silos long-afflicting the offline world and provide better end-to-end shopping experiences.</p><p>Learn more about Dynamic Yield’s Customer Data Platform capabilities, <a href="https://www.dynamicyield.com/contact/">contact us here</a>.</p></div></article><div style="clear: both;"></div></div></div><div class="article-content"><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/product/" rel="category tag">Product</a></li></ul></div><div class="article-tags-block"><strong>Tags:</strong><a href="https://www.dynamicyield.com/blog/tag/cdp/" rel="tag">CDP</a><a href="https://www.dynamicyield.com/blog/tag/data-loader/" rel="tag">Data Loader</a><a href="https://www.dynamicyield.com/blog/tag/offline-purchase-data/" rel="tag">Offline Purchase Data</a></div></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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localStorage.setItem('utm_medium', dy_search_params.get('utm_medium'));
}
if(dy_search_params.has('utm_content')) {
localStorage.setItem('utm_content', dy_search_params.get('utm_content'));
}
if(dy_search_params.has('utm_campaign')) {
localStorage.setItem('utm_campaign', dy_search_params.get('utm_campaign'));
}
if(dy_search_params.has('utm_term')) {
localStorage.setItem('utm_term', dy_search_params.get('utm_term'));
}
if(dy_search_params.has('mkt_tok')) {
localStorage.setItem('mkt_tok', dy_search_params.get('mkt_tok'));
}
// Also, fill in the data inside the Marketo form once its available
if(typeof window.MktoForms2 === 'object') {
MktoForms2.whenReady(function(_form) {
var form = _form.getFormElem();
console.log('MKTO FORM READY');
// Append the mkt_tok param if it exists in the URL
var ls_mkto_tok = localStorage.getItem('mkt_tok');
if(ls_mkto_tok) {
_form.addHiddenFields({
mkt_tok: ls_mkto_tok
});
_form.vals({ mkt_tok: ls_mkto_tok });
}
// Fill in the UTM data from localStorage
var dy_utms = {
'utm_source': 'txt_source__c',
'utm_medium': 'txt_medium__c',
'utm_content': 'txt_content__c',
'utm_campaign': 'txt_campaign_name__c',
'utm_term': 'txt_term__c',
'gclid': ['GCLID__c', 'GCLID_c__c']
};
for(var i = 0; i < Object.keys(dy_utms).length; i++) {
var ls_key = Object.keys(dy_utms)[i],
ls_value = localStorage.getItem(ls_key),
form_key = dy_utms[ls_key],
form_field;
if(ls_value) {
if(ls_key === 'gclid') {
ls_value = JSON.parse(ls_value).value;
}
if(typeof(form_key) === 'string') {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');
if(form_field) {
form_field.value = ls_value;
}
} else {
for(var j = 0; j < form_key.length; j++) {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');
if(form_field) {
form_field.value = ls_value;
}
}
}
}
}
// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
if(['ip'].includes(pair[0])) {
form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
}
});
});
});
// GA ID and Referrer
var dy_utms_cookie = {};
document.cookie.split(';').forEach(function(el) {
var splitCookie = el.split('=');
var key = splitCookie[0].trim();
var value = splitCookie[1];
dy_utms_cookie[key] = value;
});
if(dy_utms_cookie["_ga"]) {
form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
}
if(dy_utms_cookie["personalize_referrer_string"]) {
form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
}
// ZoomInfo
if(localStorage.getItem('ZoomInfoData')) {
var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));
if(zoominfo_data) {
form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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