Identifying customers across multiple channels poses considerable challenges for any brand. Fragmented data and diverse customer touchpoints make it difficult to create a unified view of the customer.
Furthermore, understanding consumer preferences at an individual level is nearly impossible to glean for unknown or newly opted-in contacts. There may be little to no history between the consumer and brand to deduce how a given consumer wants to be engaged or how they prefer to buy. This becomes even more daunting for businesses in the travel, hospitality, and ticketing sectors, where brands often lack any direct access to customer information due to the nature of bookings, particularly when third-party online travel agencies (OTAs) are involved.
While partnerships with OTAs are beneficial for brands and streamline the booking process for customers, they also introduce complexities. These partnerships often operate as “walled gardens,” meaning they only share limited customer data with the brand, further complicating efforts to build comprehensive customer profiles. However, leveraging identity resolution tools, strategies, and technologies can play a pivotal role in overcoming these challenges.
In a recent survey conducted by Loyalty360, marketers in the travel, hospitality, and ticketing industries shared valuable insights into their understanding of the tools, technologies, and benefits that could exist for brands to better identify their customers across devices and channels.
The results highlight the opportunities for identity resolution, especially as marketers look to enhance their personalization, customer engagement, and overall customer loyalty efforts.
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