How to leverage purchase data to drive custom offers
By understanding how, when, and why customers buy—online or in-store—merchants can unlock smarter personalization, higher conversion rates, and more satisfied customers. Yet, this potential can only be realized when purchase data is unified across channels and made actionable through the right payments infrastructure.
This is where MultiSafepay comes in. By providing a robust unified payment setup, MultiSafepay helps merchants connect the insights coming from all touchpoints, enrich customer profiles, and optimize journeys in real time. With this infrastructure, data becomes more than a record of past behavior—it becomes a strategic driver of growth, enabling merchants to deliver tailored offers that truly resonate and measurable business results.
In the next sections you’ll learn how to leverage customer data and transform precious insights into actionable strategies.
Privacy first: Building responsible data foundations
Before unlocking the full potential of purchase data, merchants must ensure that every insight is gathered and used responsibly. MultiSafepay prioritizes GDPR compliance and promotes transparent, ethical data practices that protect customers at every stage of the journey. With privacy safeguards built into the payments infrastructure, merchants can confidently leverage behavioral and transactional data, knowing that trust and security are preserved. This foundation ensures that all personalization strategies—no matter how advanced—are rooted in respect for customer rights and long-term brand credibility.
Understanding the value of purchase data
Every transaction provides valuable signals about customers’ needs, habits, and preferences. When analyzed and connected properly, these insights can directly influence conversion performance.
- Transactional data captures the what, when, and how much of a customer’s interactions with a webshop. It includes metrics such as transaction values, purchase frequency, and the history of previous orders. These data points offer a retrospective view of spending habits, helping merchants understand customer behavior and anticipate future purchases, ultimately supporting better business decisions and ROI.
- Behavioral data, on the other hand, answers questions such as: Which paths do customers follow during the purchase journey? What types of promotions or campaigns attract their attention? By analyzing these patterns, merchants gain a deeper understanding of customer behavior, allowing them to personalize offers and communications in a way that truly resonates with each segment.
Connecting transactional and behavioral insights creates operational advantages. For instance, understanding which payment methods repeat buyers prefer or identifying high-frequency customers allows merchants to adapt flows and anticipate needs, ultimately improving conversion rates.
Example: During peak shopping periods—such as Black Friday or other seasonal peaks—having accurate, unified purchase data becomes particularly valuable. Merchants can quickly identify high-value customers, tailor offers, and optimize payment flows to maximize conversion when traffic and transaction volumes spike.
The real advantage: Unifying online and offline data
A unified payment setup transforms fragmented data into a single, connected intelligence layer. By unifying transactions across touchpoints, merchants gain a holistic understanding of customer behavior and can deliver more relevant and consistent experiences.
Key benefits include:
- Enhanced customer profiling: Linking in-store and online purchases helps build richer profiles that capture the customer’s full journey.
- Centralized dashboards and analytics: All transactions are collected in one place, enabling effortless cross-channel analysis.
- Real-time insights: Merchants can monitor transactions as they happen and adjust campaigns or flows instantly.
- Cross-channel intelligence: Recognize returning customers wherever they shop.
- Consistent journeys: Loyalty programs, offers, and payment preferences follow the customer across channels.
How MultiSafepay empowers merchants
MultiSafepay provides a strong payment and data infrastructure that helps merchants unlock and activate meaningful insights from every transaction.
A unified payments infrastructure
By consolidating online and in-store payments, MultiSafepay ensures that all data flows through a single, reliable system. This reduces inconsistencies and ensures all insights remain accurate, aligned, and actionable.
Advanced dashboards, reporting, and data propagation
Merchants can monitor the performance of their sales campaigns in real time, compare channels, and detect emerging trends. Importantly, customer-reference data can be propagated across reporting tools and via the Data API, enabling seamless enrichment of CRM and loyalty platforms. Additionally, by leveraging the reconciliation API, merchants can feed their internal data platforms or warehouses directly. The API automatically contains all transaction data and can be further queried to gain more detailed insights, helping businesses build sophisticated customer profiles, track long-term behavior, and integrate shopping cart or trend data across systems.
Boosting approval rates
Approval rates depend on how well a payment request aligns with the issuer’s risk models. By sharing accurate, detailed purchase data—such as the one provided by MultiSafepay in terms of transaction history, customer behavior, and preferred payment methods—merchants can significantly reduce friction at checkout. Rich context helps banks distinguish legitimate transactions from potential fraud attempts, minimizing false declines and lost revenue.
MultiSafepay leverages data insights to optimize SCA requirements for merchants, including automatic step-ups and updating tokenized card information to prevent lifecycle issues. By combining actionable purchase data with real-time processing intelligence, MultiSafepay ensures that merchants not only process payments but actively improve approval outcomes, boosting revenue and enhancing the overall customer experience.
Second Chance Emails
Separate from retries, Second Chance emails re-engage customers when a transaction cannot be completed. Using purchase history and known preferences, MultiSafepay sends personalized payment links that provide a quick, secure way to finalize an order. Second Chance emails allow to recover a significant share of abandoned transactions—up to 35%—helping merchants boost conversions and maximize the value of their traffic.
From data to action: Building personalized offers
Smart Segmentation
The first step toward turning data into value is smart segmentation. By analyzing data and behaviors, merchants can identify distinct customer groups and understand what drives their choices. Segmentation transforms a general audience into well-defined clusters—such as high-value customers, occasional shoppers, or category-specific buyers—each with unique motivations. With this clarity, merchants can target their efforts more efficiently.
Developing the offers
Once segments are defined, merchants can focus on developing relevant, personalized offers. Instead of relying on generic promotions, businesses can use purchase insights to craft incentives tailored to each group’s needs. Customers with strong category preferences may respond well to curated bundles, while loyal buyers might appreciate exclusive rewards or early access to new products. Even preferred payment methods can guide personalization, allowing businesses to create offers aligned with the methods customers trust most. This relevance boosts engagement, encourages repeat purchases, and strengthens long-term loyalty.
Automation and real-time triggers
The final step is leveraging automation to deliver offers at the ideal moment. Real-time insights make it possible to act immediately when a customer shows intent or hesitation. Merchants can trigger timely cart-recovery messages, launch targeted flash incentives, or send personalized payment links informed by past behavior. Automated touchpoints ensure consistency, speed, and contextual relevance—helping ensure that customers receive the right message at the right time. This responsiveness enhances the shopping journey and increases the impact of every personalized offer.
Unlocking growth with purchase data
With unified and accurate purchase data, merchants can unlock new opportunities. MultiSafepay provides the infrastructure, data connectivity, and real-time insights needed to transform transactions into meaningful customer experiences and measurable business growth.
For more guidance, explore our “We’ve Got Your Back” page—your resource for tools, insights, and support in building stronger, data-driven customer experiences for Peak Season and beyond.
If you’re ready to take your personalization strategy to the next level or have questions about optimizing your payment flows, speak with our team and discover how MultiSafepay can support your business.
