A well-known health and wellness retail brand, operating across the United States and Canada, partnered with Trevonix Technologies to modernize its customer identity platform. The organization was previously using Salesforce Identity and aimed to transition to Auth0 to support scalable, secure, and user-friendly authentication for its e-commerce platforms.
The project involved the seamless migration of approximately 2 million customer records with a monthly active user base reaching up to 350,000. Both the U.S. and Canadian digital storefronts were integrated into a unified Auth0 tenant to streamline management, introduce modern login experiences, and enhance user engagement.
The client needed to address several key challenges as part of their identity modernisation initiative:
- Transitioning from a monolithic identity provider (Salesforce Identity) to a flexible, API-first solution without service disruption.
- Managing the secure and scalable migration of nearly 2 million identities while preserving login continuity.
- Reducing friction in user registration and login to increase engagement and conversion.
- Integrating pre-registration and post-login actions with existing CRM systems.
- Capturing user preferences and consents in a privacy-compliant way.
- Preserving purchase history and user identity across local and social login identities.
Approach:
Salesforce Identity to Auth0 Migration and Experience Modernization
Trevonix deployed a tailored migration and experience optimization solution to meet both business and technical requirements:
Lazy Migration Strategy: Implemented a just-in-time (lazy) migration approach to move users from Salesforce to Auth0 during their first login, ensuring a seamless transition without mass reset communications.
Unified Auth0 Tenant: Integrated both U.S. and Canadian applications into a centralised Auth0 tenant with appropriate branding and locale-aware settings.
Modernized Login Experience: Introduced a redesigned, user-friendly login interface with improved security practices including bot protection.
Social Login Enablement: Added Google and Apple social login options to simplify access and reduce login abandonment.
Self-Service Registration Flow: Implemented a new registration experience with clear UI and progressive disclosure, improving conversion for new users.
CRM Integration via Pre-Registration Actions: Used Auth0 Actions to automatically create user profiles in the client's CRM upon successful registration.
Progressive Profiling: Captured additional user attributes such as phone number and gender after login over time.
Consent Management: Captured and stored user consents for newsletters and marketing communications during onboarding, in alignment with regulatory requirements.
Account Linking Logic: Enabled linking of social login identities with existing local accounts, ensuring customers retained access to prior order history and saved preferences regardless of login method.
Salesforce Identity – Legacy customer identity platform
Auth0 – Cloud-native CIAM platform for login, registration, and identity flows
Auth0 Actions – Used for CRM integration, consent capture, and progressive profiling
Google / Apple – Enabled as federated identity providers for social login
Custom UI Components – Modern, branded login and registration experiences
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