Brand marketers often utilize gated offers to make discounts available to targeted audiences. Ryan Fagan, director of sales and operations planning at Lowe’s, spoke with eMarketer’s Ross Benes about how the home-improvement brand overhauled the way it verifies which customers are eligible for discounts.

So we went live with SheerID in May 2017 to create a gate around the financial benefits for the target audience we were looking for. And we tied the verification into our loyalty program.

Before, some of our store managers would apply the corporate policy for discounts, while other stores would apply their own rules. You had these multiple experiences where one store would give you a discount one day, but the next store manager might say no. Now we can offer the benefits with a frequency that the customers expect.

There’s a purge system on [SheerID’s] side and ours, so we’re not maintaining any personally identifiable information (PII). All we maintain on the back end is if you came back with a positive verification.