On January 9, Fiserv introduced Unknown Shopper, an analytics capability that enriches card-present transaction data with anonymized demographic attributes to generate actionable in-store customer insights. Built on Fiserv’s payments intelligence platform and leveraging historical data from billions of transactions, the solution addresses the lack of visibility retailers, restaurants and fuel merchants face when consumers transact outside of loyalty programs. Merchants and their marketing partners can now segment customers based on real spending patterns, unify in-store and digital purchase views at the cohort level, deliver tailored offers to previously untracked shoppers and measure campaign effectiveness with refreshed attribution metrics.

Fiserv estimates that half of merchants currently lack real-time access to in-store sales data; Unknown Shopper closes this gap by transforming every card-present payment into a data point for customer-centric marketing. According to Fiserv’s own survey with PYMNTS Intelligence, businesses with high data readiness saw revenue gains up to 52% year-over-year and 76% rated real-time sales insights as very or extremely important. The solution will be demonstrated at NRF 2026 (Booth #5451) where Fiserv expects to onboard major national chains and regional operators seeking to reduce media waste and drive measurable ROI from in-store campaigns.