CPG companies need customer identity and access management (CIAM) solutions to establish personalized user experiences across channels that foster brand loyalty. Legacy identity systems built for employees are costly and inefficient at managing customer data from various sources and brands. A CIAM solution allows companies to consolidate customer profiles and data to build targeted campaigns. It also improves the user experience by enabling single sign-on and gamified loyalty programs. Additionally, CIAM increases revenue by leveraging customer data for personalized recommendations and promotions. Nutricia-Danone implemented a CIAM system to better understand customer needs, manage inventory, and personalize communications using purchase history and preferences.

1. DATA SHEET
Why CPG Companies Need
Customer Identity & Access Management
Consumers are inundated with new products each day, tasking
brands with the challenge of establishing personal and cohesive
user experiences that foster brand loyalty across channels.
Trying to achieve these goals with DIY or legacy systems built to manage employee
identities and structured data results in major IT cost and resource expenditures.
A true customer identity and access management (CIAM)
solution allows CPG companies to easily manage multiple
brands in various countries, providing the ability to identify
customers and reconcile all data types into complete user
profiles across channels and brands. This data can be
leveraged to build relevant campaigns and experiences that
create value beyond cost savings to maximize acquisition,
conversions and loyalty.
Improve the User Experience
Make it easy for consumers to sign in and share information
with a username/password or pre-existing account across
digital properties. Drive awareness, acquisition and product
discovery through engagement tools like reviews, and
reward valuable behaviors with gamified loyalty programs.
A unified system of record across global properties enables
personal and cohesive experiences across touchpoints
including digital, e-kiosks and brick-and-mortar, as well as
powers relevant recommendations and discounts.
Increase Topline Growth
Understand users’ demographics, buying patterns, interests and more to create
personalized experiences that drive direct revenue by translating brand loyalty
into digital loyalty. Tailored recommendations, rewards and 1:1 engagement boost
retention and lifetime value, as well as increase word-of-mouth. Improve product
offerings and uncover new audience segments ripe for conversion based on
actionable identity-driven insights made possible by dynamic schema database
architecture, automatic data normalization and visualization dashboards.
8x
Increase registration
conversion rates
by up to 8x
5x
Experience up to
5x growth in average
daily user logins
18+
Have saved
18+ months of
development time
CPG Companies
Using Gigya for CIAM

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Gigya, the Gigya logo, and Customer Identity Management Platform are either registered trademarks or trademarks of Gigya Incorporated in the United States and/or other countries. All other
trademarks are the property of their respective owners. Gigya does not own any end user data or maintain any other rights to this data, other than utilizing it to make Gigya’s services available
to our clients and their end users. Gigya acts as an agent or back-end vendor of its client’s website or mobile application, to which the end user of our client granted permissions (if applicable).
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http://www.gigya.com/privacy-policy/.
Rev: Gigya_DS_CPG_UseCase_112015
Reduce Cost & Resource Expenditure
Leveraging existing employee identity and access management (IAM) technology
may seem like a natural starting point for CPG brands looking to manage customer
identities and data, but this strategy is proven to require costly and inefficient
customization efforts that increase risk.
Purpose-built CIAM saves money by securely managing millions of global user
identities and all data types in a single cloud-hosted repository, ensuring CPG
companies’ compliance with both regional PII regulations and social network terms
and conditions. CIAM also powers out-of-the-box engagement and loyalty tools and
pre-built integrations with existing marketing infrastructure vendors including ESPs,
DMPs and ad servers, driving faster time-to-market and greater ROI while minimizing
IT maintenance.
Customer Identity Management Success Story: Nutricia-Danone
Nutricia-Danone needed to better manage its shoppers and supplies to ensure all
parents were able to get the formula their babies needed without having to turn to
alternate brands. To do so, Nutricia-Danone implemented Gigya’s Registration-as-
a-Service across properties, including vending machines across the Netherlands.
This requires shoppers to identify themselves, allowing Nutricia-Danone to analyze
their needs and monitor purchases across touchpoints. Nutricia-Danone uses this
information to manage supplies accordingly, as well as personalize product recom-
mendations and cross-channel communications.
CIAM IAM
Category Cost Cost
Licensing X 12X
Maintenance & Support Included in platform service 20% of licensing cost
Services for two third-party integrations Y 12Y
Total X+Y 12X + 12Y + 20%(12X)
Note that this is a comparison of two cloud-based solutions; when considering an on-premise solution, add an additional
$1M to IAM for hardware costs.
Max Goijarts
Technology & CX Manager
at Nutricia-Danone
“Putting Gigya at the center of our customer experience has been a success.
Not only can we identify and understand our customers, but we can use this
data to drive relationships, retention and ultimately revenue across channels.”