Technology Record - Issue 24: Spring 2022

159 R E TA I L & C PG “That’s what the combination of Microsoft Dynamics and Adyen delivers,” he explains. “We have one platform that can support all those different channels. We can make sure that payments work the same way across channels and that customers can be tracked across each one.” With the rise of e-commerce and online shopping, retailers have been able to understand their customers better, by tracking what they do and do not purchase, and using artificial intelligence and other technologies to gain insights into the reasons why. However, physical retail stores do not provide this same opportunity. “This is one of the ways that we can provide real value in unified commerce,” says Lips. “We can enable retailers to use the payments data to identify customers across digital platforms and in store, while considering safety and privacy precautions.” And the process is fairly simple: if a customer uses the same payment method online and in store, retailers can link these together to identify individuals, providing an overview of what they are buying based on how they have made their payments. Adyen practices what it preaches when it comes to unified commerce. “We have a single platform that covers all different payments and countries,” says Lips. “Retailers that work with us don’t need different partners for different payments, channels or countries. We do it all – that’s what makes us a unified partner. “We’ve simplified the whole payment process; there are fewer parties involved, fewer contracts, fewer integrations and fewer handovers of data. A shared client of Adyen and Microsoft told us that it had completed an integration with Adyen in 38 minutes, whereas with other providers it had taken weeks. Of course, this isn’t the typical amount of time for completing an integration, but we were happy we could address this particular need rapidly.” Lips believes that Adyen’s unique selling point, and the reason it has helped so many retailers, is its natively built integration with Microsoft. “Microsoft has the ability to have a huge impact because it not only has the right technology. It also has the scale and partnerships to provide personalised solutions that transform customer experiences. Since we are also a technology company, it works really well. “That’s why I am so enthusiastic about our relationship with Microsoft. We worked with Microsoft as a merchant on tokenised payments to help it significantly realise more revenue. After that, Microsoft chose Adyen as the only natively built connector and payments partner because it saw the value we brought to the platform.” Unified commerce enables merchants to accept payments across every channel, make data-driven decisions and better engage customers