Fiserv Unveils New Analytics Tool to Enhance In-Store Insights

Fiserv has introduced a new analytics capability, known as the Unknown Shopper solution, aimed at providing merchants with a deeper understanding of in-store customer behavior. Announced on January 9, 2025, this tool transforms payment data into actionable insights by integrating it with demographic information, addressing a critical gap for businesses lacking a loyalty program.

The Unknown Shopper solution is particularly beneficial for traditional retail environments, including restaurants and fuel stations, where visibility into customer behavior is often limited. By leveraging this capability, merchants and their marketing partners can develop a comprehensive view of purchasing behavior, both in-store and online, at a segment level. This allows for the creation of targeted customer segments based on spending patterns, enabling businesses to deliver more relevant offers and experiences while enhancing campaign measurement.

Prasanna Dhore, Chief Data Officer at Fiserv, emphasized the value of this new solution, stating, “Unknown Shopper allows merchants to translate in-store transaction data into meaningful insights and customer segments — helping them serve their customers more effectively.”

According to a report from PYMNTS published in March 2025, savvy business owners are increasingly utilizing payment data for real-time insights, which can drive revenue, reduce fraud, and improve customer engagement. The analysis highlights that payment data is instrumental in identifying fraud risks, detecting shifts in consumer spending habits, and optimizing promotional strategies. Retailers can utilize this data to pinpoint high-value customer segments and create personalized shopping experiences tailored to their clientele.

A collaboration between PYMNTS Intelligence and Fiserv, titled “The Platform Business Data Readiness Survey: How Real-Time Data Can Drive Growth,” revealed a significant gap in data accessibility among retailers. The survey found that half of retailers and platform businesses lack access to real-time data. Furthermore, those that demonstrated higher data readiness were found to be 52% more likely to report increased revenue. A notable 76% of firms indicated that the availability of sales data in real time is crucial for effective decision-making and overall business performance.

In related developments, Fiserv announced in September 2025 that it had acquired CardFree to bolster its offerings. The integration of CardFree’s order, payment, and loyalty solutions into Fiserv’s Clover point-of-sale system for small businesses is expected to enhance the overall capabilities of the Commerce Hub ecosystem, supporting businesses as they scale and expand their locations.

The introduction of the Unknown Shopper solution reflects Fiserv’s commitment to empowering merchants with the tools they need to navigate the complexities of customer data and enhance their operational strategies in an increasingly competitive market. As businesses continue to seek innovative ways to engage customers, this new analytics capability represents a significant step forward in harnessing the power of payment data for actionable insights.