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There’s a huge change on the horizon for retailers. The time to adapt is now. For years, retailers have relied on third-party cookies to attract, convert, and retain buyers. But with Google phasing out cookies by 2022, retail marketing is poised for a profound market shift. The good news? Retailers who pivot from their reliance on data provided by unreliable third-party cookies to first-party consumer data will be better positioned to deliver the highly personalized, friction-free experiences that today’s consumer demands.
In this article, you’ll learn why first-party customer data is quickly becoming one of the most vital assets your business can own, providing:
- Richer customer insights that lead to more compelling experiences and greater customer spend.
- More accurate predictions of buying behaviors to eliminate time and money wasted on irrelevant campaigns.
- Less guesswork and easier decision-making as evidence replace hunches.
