Prepared by Wouter Meeuwisse, CEO Loyyo
This document outlines the definitive use case for the Unified Customer ID (UCI) using YAYA (yaya.eu) as the merchant, Adyen as the payment rail (PSP) for both online and in-store payments, Sitoo as the POS, Shopify as the webshop, and Wallet as the digital pass container. The same architecture works with any leading PSP (Stripe, Mollie, Worldline, CCV, Checkout.com, etc.) and any modern POS or e-commerce platform.
1. The starting state: The ghost customer
Before the handshake, the customer is a frequent shopper but completely anonymous to YAYA's CRM.
- The data: She has made 21 physical in-store purchases over the past two years. Each transaction is tied to a Sitoo order ID. Loyyo already fetches and stores the line-items (SKUs, sizes, categories) for every transaction, including these anonymous ones. This powers aggregate insights such as CLV, RFM, return rates, and product-level analytics across the full customer base. What is missing is the identity: these 21 orders exist in the data, but cannot yet be attributed to a known person.
- The tracking: Adyen has securely processed these payments. Loyyo has tracked these "ghost" transactions using secure network tokens, specifically the Payment Account Reference (PAR) from the card schemes (Visa/Mastercard) and the Adyen card tokens.
- The e-commerce silo: Separately, she has made 6 purchases on yaya.eu (running on Shopify). These orders are placed under her email address, name, and shipping address, but this e-commerce data is completely disconnected from her physical store visits. Two rich data sets exist; they have never been joined.
2. The hook: The dressing room discovery
Last week, the customer is trying on clothes in a YAYA dressing room. She sees a QR code offering a "Welcome Bonus" if she downloads the YAYA digital loyalty card.
- The action: She scans the QR code and adds the WalletPass-generated digital card directly to her Wallet.
- The incentive: She is motivated to show this pass at the Sitoo POS during checkout to claim her bonus.
3. The handshake: The checkout moment
The customer proceeds to the checkout counter to buy a new sweater.
- The scan (pre-payment): The store associate scans her Wallet pass via the Sitoo POS before payment. This is the primary handshake moment: the Wallet ID is captured and linked to the upcoming transaction.
- The payment: She taps her physical card (or pays via mobile pay) on the Adyen terminal. Crucially, this is the same card (or a card sharing the same PAR) she used for her previous 21 ghost transactions.
- No scan? Post-payment enrollment via the Adyen terminal: If the customer has no Wallet pass, or the pass has not yet been linked to a UCI, the Adyen terminal itself becomes the enrollment touchpoint. After the payment is completed, the terminal prompts the customer to enroll in the loyalty program, for example by entering their email address or scanning a QR code on the terminal screen. Loyyo then links the PAR and card token from that payment directly to the newly created profile, making the handshake happen post-payment instead. This means no customer interaction is required at the POS before payment, removing all friction while still capturing the identity.
4. The resolution: Building the UCI in real-time
The moment the Adyen webhook hits the Loyyo data engine, the magic happens instantly.
Stitching the identity graph Loyyo recognizes the PAR, card token, and shopperReference from the Adyen terminal and instantly links them to the Wallet ID that was just scanned. The identity graph resolves:
- 21 historical POS transactions are retroactively assigned to her new profile via these secure payment tokens.
- Using the email address connected to the wallet, Loyyo queries the Shopify e-commerce database and links her 6 past yaya.eu orders. Those orders carry her name, email, and shipping address, which further strengthens the identity graph.
- Her profile instantly matures from 0 to 28 known, omnichannel transactions.
Tier upgrades and line-item enrichment
Because Loyyo now sees her massive historical spend, she is instantly upgraded to a "Top Tier" loyalty segment. The discount on her Wallet pass updates in real-time before she even leaves the store.
Furthermore, the Adyen webhook contains a merchantReference (the Sitoo order ID). Loyyo uses this ID to automatically query the Sitoo API, pulling the exact line-items (SKUs, sizes, categories) of what she just bought. Loyyo runs this same process retroactively for all 21 historical POS orders using the order IDs it has held since those ghost transactions were first captured. Her profile now contains full product data across all 28 transactions, both POS and e-commerce, in a single unified view.
5. The unlock: Agentic hyper-personalization
YAYA now possesses a fully mature, deterministic Unified Customer ID (UCI). Because the customer uses Wallet, this identity is deeply integrated into her authenticated digital ecosystem where she is perpetually logged in.
Search results and AI integration When she searches for "summer dresses" or asks an AI assistant for fashion advice, the AI agent queries the Loyyo UCI. Because it knows exactly which YAYA items she bought in the past (down to the SKU, size, and color preferences), the search results are hyper-personalized, ranking specific YAYA items at the top.
Dynamic website pricing When she visits yaya.eu, the website reads her Top Tier status from the UCI. Instead of seeing standard retail pricing, the entire storefront dynamically adjusts to show her exclusive, discounted member pricing.
The right reward at the right moment Loyyo analyzes her Frequency and Average Purchase Value (APV). The AI agent knows she buys high-value items every 3 months. Exactly 85 days after her last purchase, the agent pushes a highly specific, high-value reward directly to her Wallet lock screen, perfectly timed to trigger her next purchase.
6. From transactions to actionable data: the merchant view
The UCI is not just a customer-facing unlock. It transforms YAYA's back-office data layer too. Every ghost transaction Loyyo ever captured (line-items, payment tokens, RFM signals) is now stitched into a living, queryable dataset. Two demos make this tangible.
Insights dashboard, member vs. non-member at a glance A pre-built dashboard that compares known members to ghost shoppers in seconds: revenue split, RFM clusters (One-time, Occasional Dormant, Occasional Active, Loyal at Risk, Loyal Active), CLV, APV, churn risk, and product-level performance. YAYA's marketing team can immediately see which segments are growing, which are at risk, and which products are converting ghosts into loyalists. No SQL, no BI engineer in the loop. The picture is there the moment the dashboard loads.
AI Prompt, ask your data anything Beyond the static dashboard, merchants can ask their data open-ended questions in plain English: "What promotion should I run to move 'Occasional Dormant' users into 'Active'?" or "Which gateway product converts unknown shoppers to loyalists the fastest?" The Loyyo NL2SQL engine translates the question into SQL, runs it against the pre-aggregated data layer, and returns a natural-language answer with supporting charts, plus concrete suggestions and next actions (the discount to offer, the product to feature, the optimal send time, the wallet pass to push). Transactions become decisions.
Together, the Insights and AI Prompt demos turn raw payment data into actionable intelligence: every ghost transaction Loyyo stitched into the UCI now powers both the customer-facing agentic experience and the merchant-facing decision-making layer.