Loyalty & Relationships
Account & profiles
Profiles, addresses, contact details, preferences
In one sentence
What it is
Profiles, saved addresses, contact details and preferences give every customer one place to manage the information that makes every future purchase faster.
How it works
What it does
Once a customer has an account, they can save and manage personal details, multiple delivery addresses, contact information and preferences from a single account area. That saved information then pre-fills checkout, drives address selection, and feeds the personalisation and marketing preference systems elsewhere on the platform. It's standard functionality present for every brand, covering the everyday account management customers expect — updating an address after moving house, adding a second delivery location for gifts, or correcting a contact number — without needing to re-enter everything at every checkout.
The problem it solves
Why it matters
For the brand
Every piece of information a returning customer has to re-enter is friction that slows checkout and increases the chance of an error — a wrong address, a failed delivery, a support ticket. Saved, accurate profile data is the basis for faster checkout and reliable delivery.
For their customers
Retyping an address and phone number on every order, especially when ordering for multiple locations (home, work, a gift recipient), is tedious and error-prone from memory.
For shoppers
How it benefits shoppers
- Checkout pre-fills from saved details, taking seconds rather than minutes on repeat orders.
- Multiple saved addresses make it easy to send to home, work or as a gift without re-typing.
- One place to update details after a house move or a change of number, rather than doing it order by order.
- Preferences set once carry through to how the brand communicates and personalises their experience.
For the brand
How it benefits the brand
Faster checkout for returning customers reduces friction-driven abandonment
Checkout completion rate, time to complete checkout
Accurate saved addresses reduce failed or misdirected deliveries
Delivery failure rate, related support tickets
Profile data underpins personalisation and segmentation elsewhere on the platform
Personalisation coverage
Reduced account-related support burden from self-serve detail management
Support ticket volume
In practice
What it looks like
- 1
A returning customer opens their account and adds a second address for a gift recipient.
- 2
At their next checkout, both saved addresses appear as one-tap selections.
- 3
They update a preference (say, SMS over email) once in their profile.
- 4
Every future order and communication reflects that saved choice without them repeating it.
Where it lands hardest
Strong use cases by industry vertical
Health & nutrition
Repeat-purchase category where saved details make reordering nearly frictionless, reinforcing habitual buying.
Beauty & personal care
Frequent, often gifted purchases benefit from multiple saved addresses and quick reordering.
Food, drink & FMCG
High order frequency means small checkout friction compounds — saved profiles matter disproportionately here.
Pet care
Owners with recurring deliveries rely on accurate, saved address and contact details for uninterrupted service.
Fashion & apparel
Multiple delivery addresses matter for gifting and seasonal ordering across several recipients.
Luxury & premium
Saved details also support the more concierge-style service premium customers expect, like consistent delivery instructions.
Common questions & objections
What clients usually ask
Why the platform version wins
Because account profiles are standard and sit in the same customer record as orders, loyalty and preferences, saved details aren't a separate CRM sync away from checkout — they're the same data checkout reads from directly.