Leading Ligue 1 soccer team Olympique de Marseille looks to unite their customer data to create a memorable experience for their fans world-wide, and across channels:
Frédéric Cozic talks digital transformation, customer data, identity and why the sports club chose ReachFive's retail-leading CIAM solution in this Journal du Net article (French).
Someone who is logged into the site, application or store is identified.
- OM Head of Digital Transformation
The OM Head of Digital Transformation joined ReachFive and digital agency Emakina to talk about the challenges related to identifying a customer across touchpoints while managing a complex and legacy technical infrastructure.
"We are investing in data over the next two years, in order to better know our customers but also our fans (who are potential customers), with an emphasis on identifying the uniqueness of each customer...
...And of course, within GDPR regulations."
"To do this, we are calling on a start-up that doesn't come from the football world but from the retail world, where the players are very strong in sending personalised marketing messages, and in a industry that links digital and physical media well. The start-up is called ReachFive."
Less friction in the buying experience means less frustration, and less abandoned carts. Progressive profiling, and consent management builds the trust between brands and customers.
Easier authentication and cross-brand navigation means more customers connected to their accounts, more data, and more opportunities to engage.
Authenticated customers interact more, browse more, buy more.