Formula E, the world’s first fully-electric racing series, has chosen Gigya, the leader in customer identity management, to power user authentication, login and customer data management on its websites and mobile applications. The new racing series in its second season, Formula E aims to develop a framework that allows the organisation to truly understand its […]
Formula E, the world’s first fully-electric racing series, has chosen Gigya, the leader in customer identity management, to power user authentication, login and customer data management on its websites and mobile applications.
The new racing series in its second season, Formula E aims to develop a framework that allows the organisation to truly understand its fan base from the very beginning.
Formula E plans to learn more about its users in order to individualise their respective experiences. Using Gigya’s Registration-as-a-Service (RaaS) and Social Login products on its web properties and mobile applications, Formula E will allow site visitors to self-identify to engage with the brand, gain access to exclusive content and interact with the larger Formula E community.
All customer data acquired from registrations, logins and on-site activities will be consolidated in Gigya’s Profile Management identity repository, enabling Formula E to achieve a single customer view while maintaining privacy compliance.
In order to personalise customer experiences, Formula E plans to sync data from Profile Management with its existing marketing tools, such as email automation platforms and content management systems, via direct integrations found in Gigya’s IDX Marketplace.
“As an organisation, our goal is to be the most forward-thinking digital innovators within any global sporting series,” said Tom Halls, Head of Digital at Formula E. “Effectively leveraging customer identity data is integral to our strategy, and we look forward to creating memorable and engaging experiences for our fans with Gigya’s platform.”
“With its emphasis on electric vehicle R&D and clean energy, Formula E is already one of the most cutting-edge sports in the world,” said Richard Lack, Gigya’s EMEA Director of Sales. “We’re excited to partner with Formula E to bring that same level of innovation into the brand’s digital world, putting customer identity at the core of fan acquisition, engagement and retention.”
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