Today, the rise of consumerism is leading brands to modify their marketing approaches and align their customer engagement strategies to better meet the needs of consumers. In light of these developments, brands are often found leveraging emerging technologies like big data and analytics to deliver personalized experiences capable of resonating with the modern-day customers. However, common personalization techniques are limited to demographics, location, or recent behaviour—weaker signals of intent. They are no longer enough to engage with the growing number of millennial consumers that are looking for brands to connect with them based on their values.

Enter SheerID, an Oregon-based company that addresses this need for highly relevant personalization in marketing and promotions with its unique identity marketing platform. The company’s platform assists retailers and brands by instantly verifying the identity of consumers and businesses, allowing them to deliver gated, personalized offers and experiences to high-value customer segments. It also helps in creating a powerful connection with consumers by targeting personality traits associated with their profession, affiliation or life stage. For example, as a member of the teaching community, a professor would feel much more inclined to engage in an offer that is tailored for teachers rather than a generic, age-defined advertisement. “Unlike most personalization solutions, our platform targets specific consumer tribes with a personalized offer. Consumers respond because they feel recognized by the brand, and are highly motivated to share it with others in their network, driving acquisition costs down,” says Bill Schneider, VP of product marketing at SheerID.

With the identity marketing platform, SheerID is striving to recognize and solve the prevalent challenges in the retail marketing space. SheerID emphasizes incorporating features that would mitigate issues faced by retail firms regardless of their size, scope, and preferred mode of marketing. To facilitate instant verification of a customer’s identity, SheerID’s platform leverages its extensive network of 9000 authoritative data sources around the world. These authoritative data sources include registrar offices of universities, military records and status databases, among others. And, with the platform’s in-built optimization tools, retail businesses can perform A/B testing for their campaigns and ensure that consumers complete their identity verification process efficiently. The identity marketing platform also offers reporting and analytics to help brands track marketing performance by consumer tribe, revenue generated, and average order value. Furthermore, to help retailers take advantage of its platform’s highly flexible architecture, SheerID has developed an offer creation tool. As a self-service tool, it allows users to customize their program according to the targeted consumer tribe, build the verification form process that fits the brand image, manage reward codes, and then push it to their test server for trial.