The YAYA use case: From ghost to agentic commerce

Prepared by: Loyyo and WalletPass.ai

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, Sitoo as the POS, and Google Wallet as the digital lifestyle hub.

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.
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 Adyen card tokens.
The e-commerce silo: Separately, she has made 6 purchases on yaya.eu using her email address, but this e-commerce data is completely disconnected from her physical store visits.

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 Google 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: The store associate scans her Google Wallet pass via the Sitoo POS.
The payment: She taps her physical card (or pays via Google 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.

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 Google 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 e-commerce database and links her 6 past yaya.eu orders.
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 Google 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) of what she just bought. Loyyo also runs this process retroactively for her 21 historical orders, enriching her profile with exact product data.

5. The unlock: Agentic hyper-personalization

YAYA now possesses a fully mature, deterministic Unified Customer ID (UCI). Because the customer uses Google Wallet, this identity is deeply integrated into the Google ecosystem where she is perpetually logged in.

Search results and Gemini integration When she searches for "summer dresses" on Google or asks Gemini 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 Google Wallet lock screen, perfectly timed to trigger her next purchase.