DFD — Retail Loyalty CDP
Retail customer data platform from till transaction to activated audience, tracing how the consent register gates the identifiers reaching the email and advertising vendors that sit outside the platform boundary.
Make it your own.
title "Loyalty and personalisation — customer data platform"
level 1
entity "Store EPOS"
entity "Shopper app"
entity "Email service provider"
entity "Ad platform"
process 1 "Ingest transaction"
process 2 "Resolve identity"
process 3 "Build segments"
process 4 "Record consent"
process 5 "Activate audience"
process 6 "Serve offers in app"
store D1 "Transaction log"
store D2 "Customer golden record"
store D3 "Consent register"
store D4 "Segment membership"
boundary "In-store estate" { "Store EPOS" }
boundary "Customer data platform" { 1, 2, 3, 4, D1, D2, D3, D4 }
boundary "Marketing activation" { 5, 6, "Email service provider", "Ad platform" }
"Store EPOS" -> 1 : "basket + loyalty card"
"Shopper app" -> 1 : "online order"
1 -> D1 : "line items"
D1 -> 2 : "card + email hash"
2 -> D2 : "merged profile"
D2 -> 3 : "recency / frequency / value"
D1 -> 3 : "12-month basket history"
3 -> D4 : "segment membership"
"Shopper app" -> 4 : "consent toggle"
4 -> D3 : "purpose + timestamp"
D3 -> 5 : "opted-in identifiers"
D4 -> 5 : "audience (240 k)"
5 -> "Email service provider" : "suppression-safe list"
5 -> "Ad platform" : "hashed emails"
D4 -> 6 : "offer eligibility"
6 -> "Shopper app" : "personalised offers"