Home furnishings retailer Crate and Barrel has chosen information services provider NeuStar’s OneID system to gain complete customer insights for improved effectiveness of its marketing campaigns.

The initiative is intended to aid Crate and Barrel in facilitating a personalised, online shopping experience for its customers.

Neustar is set to offer persistent cross-channel and cross-device consumer identity by connecting Crate and Barrel’s first-party data to its OneID system.

“We know all too well how challenging it can be for brands to delight the customer when CRM gaps exist.”

The Neustar system is designed to continuously corroborate, verify and append any missing information across records, offering a comprehensive view of each customer.

In addition to cross-device digital interactions capture, OneID uses hashed identifiers to deliver a single connected view of the customer.

Neustar marketing solutions vice-president Julie Fleischer said: “As customer data is constantly changing, every second of every day, we know all too well how challenging it can be for brands to delight the customer when CRM gaps exist.

“We are thrilled to be working with Crate and Barrel to help them deliver a connected customer experience that links all the valuable information about a customer to one persistent, authoritative identifier.”

Neustar connects known and unknown signals both online and offline, as well as identifies gaps in the CRM data through a privacy-by-design approach to ensure no compromise to user privacy.

As the firm’s framework links customer transactions and engagements to a household and personal persistent ID, Crate and Barrel is expected to be able to provide the right customer experience.

The system further enables the retailer to accurately monitor customer interactions in the physical and digital channels such as in-store, mobile, desktop, website and direct mail.