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Progressive Identify & Simplifying Engagement Earlier in the Buyer Journey

Customer identify management solution Gigya has introduced a new capability in its platform that leverages the email address of users in order to help brands connect with customers earlier in the buyer journey.

The new Lite Registration product from Gigya enables the companies clients/customers to offer sign-up functionality for newsletters, promotional offers, contests or any lead generation initiative (even a basic "contact us" form) that requires only an email address and consent for activation (which means no password).

When a Lite Registration user converts to a full registered account, their consent and preferences carry over and can by synced automatically with data from Gigya's Profile Management database.

The solution also provides customizable (through a UI builder or through markup extensions) sign-up screens out-of-the-box.

There are also clearly presented opt-in and opt-out flows to help brands capture and document customer consent in one place, helping businesses stay in compliance with regional data privacy regulations. Customers can then choose to opt-out of newsletters or campaigns or delete their accounts via unsubscribe links within emails and, since only the newest updates are reflected, the datasets stay clean.

"Consumers are increasingly protective of their personal information, so brands need to maximize the potential of email addresses while ensuring trust and transparency throughout the customer life cycle," said Rashmi Vittal, vice president of product marketing at Gigya.

"Lite Registration from Gigya gives brands the tool they need to build relationships gradually through give-to-get exchanges of value that create a path to long-term customer engagement."

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