Forrester Research found that just 35 percent of retailers have the right technology to execute a consistent omnichannel strategy, and only a third have visibility into consumer behavior across channels. Amazon is an excellent example of the power that digital identity can grant an online retailer. The real-world implications of failing to gain a 360-degree view of the customer can be seen in former giants like Toys R Us, Sears and Brookstone all recently closing or filing for bankruptcy. Amazon s one-click ordering is an example of how the retailing giant uses what it knows about its customers to reduce the time it takes.
Source: https://threatpost.com/pairing-privacy-security-digital-identities-retail/151136/