On January 9, Fiserv launched Unknown Shopper, a new analytics solution that enriches in-store card-present transaction data with demographic attributes drawn from hundreds of millions of consumer profiles. Built on Fiserv’s payments intelligence platform and informed by analysis of more than 15 billion historical transactions, the tool addresses the visibility gap merchants face when transactions are not tied to loyalty programs in retail, restaurant and fuel environments.

Unknown Shopper enables merchants and their marketing partners to build customer segments based on actual spending patterns rather than inferred data. By linking demographic enrichments to transaction records, businesses can combine in-store and online purchasing behavior at the segment level, deliver offers tailored to non-loyalty customers and measure campaign performance with attribution metrics refreshed weekly.

According to a joint survey by PYMNTS Intelligence and Fiserv, 50% of retailers currently lack access to real-time sales data. Those with high data readiness reported a 52% greater likelihood of year-over-year revenue growth, while 76% of firms rated instant sales data as very or extremely important for decision-making. Fiserv positions Unknown Shopper as a solution to close this gap, helping merchants reduce media waste and optimize promotions.

This launch follows Fiserv’s September 2025 acquisition of CardFree, whose order, payment and loyalty solutions are being integrated into Clover point-of-sale and the Commerce Hub ecosystem. With the addition of Unknown Shopper, Fiserv now offers an end-to-end suite that spans payment processing, real-time analytics and personalized marketing execution for enterprise and small business merchants alike.