It is still about identity
Even though I have shifted industries (slightly) a lot of the big issues are still around identity. Now I am dealing with consumer identity rather than service interface or corporate identity. The issue now is really around tying multiple identities together to create a whole person.
As a consumer I have several identities that are not necessarily connected, I have a physical identity, I have a web identity and in a store I have another identity, which can be specific if I use a credit card or anonymous if I use cash.
The trick we are solving at InStorecard is to bring all the identities together into a single usable solution to retail loyalty and CRM