Background
TechGear Pro is a direct-to-consumer electronics brand selling premium tech accessories, smart home devices, and computer peripherals. With $85M in annual revenue and customers shopping across web, mobile app, and physical pop-up stores, they had a fragmented view of their customers.
The Data Silo Problem
TechGear Pro's tech stack had grown organically over five years, resulting in:
- 5 different customer databases — Web store, mobile app, email platform, loyalty program, and customer support each maintained separate records
- 47% duplicate profiles — The same customer often existed as 2-3 separate profiles across systems
- No cross-channel attribution — Unable to track customer journeys that spanned multiple channels
- Inconsistent personalization — A loyal customer might receive a "first-time buyer" discount on a different channel
The Convertive Solution
Convertive's identity resolution engine was deployed to create a single source of truth for every customer:
Identity Graph Construction
Using deterministic matching (email, phone, login) and probabilistic signals (device fingerprints, behavioral patterns), Convertive merged fragmented profiles into unified customer records.
Real-Time Profile Enrichment
Every interaction across every channel feeds into the unified profile in real-time, including:
- Browsing behavior and product interests
- Purchase history and preferences
- Support interactions and satisfaction scores
- Loyalty status and point balances
- Communication preferences and engagement patterns
Activation Across Channels
Unified profiles power personalized experiences everywhere:
| Channel | Personalization Applied |
|---|---|
| Website | Dynamic product recommendations, personalized homepage, smart search |
| Mobile App | Push notification timing optimization, in-app offers |
| Lifecycle stage-appropriate campaigns, product replenishment reminders | |
| Pop-up Stores | Clienteling with full customer history, personalized in-store offers |
Impact
After 6 months of progressive rollout:
- Customer LTV increased by 28%
- Profile deduplication reduced customer records by 41%
- Cross-channel purchase rate increased by 35%
- Marketing efficiency improved by 22% (less waste from duplicate mailings)
- Support resolution time decreased by 30% (agents see full customer context)
"For the first time, we actually know our customers. Not three different versions of them, but the real, complete person behind every purchase." — David Park, CTO, TechGear Pro