If your customer experience (CX) doesn’t minimize barriers at checkout, simplify registration and login, and unify shopper profiles across touchpoints, you’re at risk of harming your customer lifetime value (CLV) and driving potential loyal customers straight to your competition.

This checklist will help you assess where your retail CX ranks, and the solutions, capabilities, and best practices you should focus on today to ensure you’re in a strong position to build trust and brand loyalty with today’s demanding consumer

Can customers register with existing accounts to reduce friction?

• Supports registration with social logins like Google, Apple, Facebook, and others.
• Automatically maps social data to user profiles for faster onboarding.
• Enables fallback to traditional registration if social login fails.

Is guest checkout supported and linked to post-purchase account creation?

• Provides secure, anonymous guest checkout that doesn’t interrupt transactions.
• Offers one-click account creation after purchase, prefilled with known data.
• Tracks guest sessions to personalize future interactions and marketing.

Are you collecting customer data progressively to reduce registration drop-off?

• Collects only essential data at signup, with follow-ups triggered over time.
• Stores progressive profile data securely across channels.
• Integrates with customer relationship management (CRM) and martech tools for enriched profiles.

Do you unify customer profiles across systems for a single view of identity?

• Synchronizes identity data across CRM, POS, loyalty, and marketing platforms.
• Merges duplicate profiles and resolves identities across channels.
• Updates user records in real time based on changes in any system.

Do you personalize experiences and access based on user context and behavior?

• Uses login context (e.g., IP, device, time of day) to tailor experiences.
• Applies behavioral data to customize authentication and recommendations.
• Supports real-time decisioning for content, offers and promotions, and access level

Are access and login experiences personalized by brand, product, or region?

• Supports custom-branded login screens per channel or product line.
• Allows dynamic routing to brand-specific user journeys.
• Enables localized UI theming based on region or language.

Can you design and optimize journeys using no-/low-code orchestration tools?

• Offers drag-and-drop orchestration for registration, login, multi-factor authentication (MFA), and more.
• Supports conditional logic based on context (e.g., device, location, risk).
• Allows for A/B testing of flows to optimize conversion and reduce friction.

Can users self-service password resets and account recovery?

• Provides secure password reset via email, SMS, or push notifications.
• Enforces strong password policies and expiration settings.
• Allows self-service device management and recovery workflows.

Do you support passwordless login using trusted devices and standards like FIDO?

• Enables FIDO2/WebAuthn passkey login across browsers and devices.
• Offers mobile biometric login via native SDKs.
• Allows fallback to MFA without requiring password setup.

Are multiple MFA methods and risk-based authentication in place?

• Supports a range of MFA options: SMS, email, TOTP apps, push, biometrics.
• Uses contextual risk signals to dynamically require or skip MFA.
• Integrates with existing fraud tools and risk engines, enabling a smooth experience for legitimate customers.

Can users manage privacy settings and consent in a dedicated dashboard?

• Provides self-service access to view and update privacy preferences.
• Supports attribute-level consent based on UMA 2.0.
• Stores auditable consent records for compliance and reporting