A customer identity and access management firm headquartered in Paris is expanding into the UK. 

SaaS-based ReachFive helps retailers to put customer identity at the heart of the online experience. 

It has appointed Russell Loarridge as its UK director.  

Since its foundation in 2014 and the launch of its CIAM platform in 2017, the Paris-headquartered retail and ecommerce specialist has grown to serve the online and multi-channel experience of more than 115 million consumers in 93 countries worldwide.  

It counts leading French retailers and fashion brands, including E.Leclerc, Adeo Group, L’Occitane Lacoste, and Etam amongst its clients and recently helped Monoprix leverage Ocado for their same day deliveries with authentication features.  

It enters the UK with Series A funding of $10 million, including UK investors Dawn Capital. 

“The pandemic has highlighted the stark difference between the online and physical shopping experience,” said Loarridge of COVID-19.  

At its best, online shopping works efficiently and effectively, but it’s not fun and it’s not personalised. In contrast, the in-store experience might not always be as efficient, but a good store manager will be able to offer a customer a relevant and personalised service based purely on their identity: age, gender, style, etc. by simply asking: How can I help? 

“Online retail is all about capturing data – but rarely does that data provide insight into a customer’s interests or preferences; attributes that make up their identity.  

At ReachFive, we believe that retailers can create a truly relevant, personalised online and multi-channel experience – one that could be even better than in-store – by capturing the right data and using this across every service their customers consume.”