Olivier Legrand, COO of Sendinblue explains his vision of customer data collection (GDPR, zero-party data, cookies) in e-commerce since the end of third-party cookies.
The e-commerce sector in France has grown by nearly 12% in one year and weighed 32.5 billion euros in the 1st quarter of 2022. To take advantage of this, brands are implementing strategic marketing campaigns to reach their audiences and create engagement. With the GDPR General Data Protection Regulation, they need to be creative to continue collecting and using consumer data while staying compliant with the law.
The end of third-party cookies should drastically impact the marketing approach of e-merchants. Zero-party data, meaning data that customers intentionally and proactively share with a Markare more than ever a priority.
Businesses should clearly communicate why they collect customer data (such as to provide a better, more personalized/relevant user experience) and how these are processed i.e. handled securely and not passed on to third parties. The customer must retain control over his data. As long as brands are transparent about the use of their personal data and that they benefit from it, consumers are more willing to share their information and preferences to enjoy a more personalized experience.
How to collect zero-party data?
It’s not that complicated as it sounds. The more consumers are involved in the configuration of their purchases, the more their level of requirement pushes them to seek a more personalized online experience in line with their expectations. Here are some ways to start:
Centers of interest
Let your customers tell you exactly what they’re looking for by listing their interests in their profile. They will be able to modify their information at any time according to their needs. This will optimize their online experience and increase their engagement and conversion rate.
The questionnaire with registration by email
Before a new subscriber signs up to receive your newsletter, add a mini survey on what he expects from your offer or your services. For example, if you’re a fashion brand, include a short style quiz. This will save you from sending a newsletter about the new women’s collection to a man!
Surveys via social networks
The social networks are a great way to leverage your customer data in an instant through interactive surveys. For example, with Instagram stories, brands can create different engaging approaches like polls and comment boxes to gather insights from their audience.
Use third-party data to personalize your content to drive engagement and increase sales
Now that you have collected all of this qualified data directly from your customers, you can effectively share relevant and personalized content. The following recommendations should help you:
● Create segmented lists based on consumer profiles and interests to target the right content to the right audience.
● Embed a promotional code in e-mail or SMS campaigns with personalized suggestions to help close the sale more easily.
● Provide personalized recommendations and advice based on customer preferences.
● Ask users to regularly update their preferences so that you can provide them with the content and experience that suits them.
The end of third-party cookies is approaching. Until then, advertisers and the entire ecosystem must rework their strategy for addressing their audiences so that it is as good, or even better, without cookies.
Zero-party data is changing the way brands interact with their online audience. You can strengthen the relationship with your customers by collecting quality data to create personalized experiences. Ultimately, this will allow your brand to benefit from conversion rate higher, better customer loyalty while boosting their engagement.