One customer, not three: unifying your channels
She buys in-store, again on Amazon, and asks a question on Instagram. To most systems she is three different people.
For any retailer selling across a store, a website and a marketplace or two, the same customer exists three or four times in the database — once per channel, each a partial picture.
Why it matters more than it sounds
When a customer is three records, everything downstream is broken. Loyalty points miss half their purchases. Support answers without knowing the order history. Offers get sent to someone who bought the thing yesterday. A unified record is not a nice-to-have; it is the precondition for everything else working.
Merging is matched on phone, email and other signals, with a review step for anything ambiguous rather than a blind guess. Once they are one customer, the offers, the support and the loyalty finally have a complete picture to work from.
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