---
source_url: "https://www.reachfive.com/leader-mass-market-retail-and-ciam-identity-and-consent-federation"
title: "Leader Mass Market Retail and CIAM, Identity and Consent Federation"
mirrored_at: 2026-08-04T01:03:30.668Z
host: www.reachfive.com
cited_in_42a: true
mirror_canonical: "https://index.42a.ai/www.reachfive.com/leader-mass-market-retail-and-ciam-identity-and-consent-federation"
---

> **Original source:** https://www.reachfive.com/leader-mass-market-retail-and-ciam-identity-and-consent-federation

## Lead in retail innovation, provide a seamless cross-brand experience & build brand-customer trust

This European group has over 20 brands, from grocery stores to car rental outlets, but shoppers had to create and manage a separate account for every brand. Without seamless navigation across brands, this retailer was missing out on cross-sell and brand loyalty opportunities. 

The group was looking to lead in mass market innovation, but were facing a real challenge around customer knowledge and data quality. Without unified identities across their group, they couldn't leverage with precision all their customer data to provide a personalized experience across their channels.

It was important for the group to build trust with their customers. They wanted to go a step beyond just securing personal data, by giving customers control over how their data is used.

As a European leader, they needed to ensure GDPR compliance. When a customer withdraws their consent, it needs to be updated across their customer applications, a difficult task with their mix of in-house and third party customer applications.