Unified Commerce begins with recognizing every customer as one customer.

A customer shared this frustration through the CS center.

“I received a birthday benefit via text.
But when I logged into the online store, it said I wasn’t registered.
When I tried to sign up, it said my account already exists.”

In-store systems recognized this customer clearly enough to send a birthday benefit, yet the online store treated the same person as an entirely different customer.

The root cause was that store CRM and online membership data were completely separated.
One real person existed as two different customer records in the systems,
and data collected from each channel was not connected into a unified customer journey.

This data fragmentation leads to more than inconvenience— it creates widespread negative impact across the brand:

Duplicate messages sent to the same customer,

Missing benefits they should have received,

Failure to provide timely, channel-appropriate experiences,
resulting in a gradual decline in trust and satisfaction.

Ultimately, marketing executed without accurate customer identification inevitably leads to wasted budget, operational inefficiencies, and diminishing brand trust.

We defined the core issue not as a marketing problem but as the absence of a
Customer Identity Framework.

No matter how well a campaign or message is designed,
if the brand cannot consistently understand who the customer is and what experiences they’ve had across touchpoints,
outcomes will always remain unstable.

Before any marketing initiatives, the brand needed unified customer data and a consistent identification standard.

FlatGrid approached this issue from a customer identity perspective,
and addressed it step by step—data diagnosis, integration rules, governance design, and marketing scenarios.

Through the four stages below, we established the foundation for delivering a consistent customer experience across all channels.

Data disconnection within systems is fatal to customer experience.

Across the full journey—from Awareness to Consideration,
Conversion to Retention—brands must identify customers accurately
and deliver personalized, precisely timed touchpoints.

If a customer leaves their contact information during a store visit,
the online experience must seamlessly pick up from that exact moment.