The challenge for e-commerce brands today is to establish a strong relationship with customers. To get your customers to become recurring or defenders of your brand, you must boost loyalty, since thanks to it you will make a difference against the competition. Brands can achieve this by having relevant communications that add value to the customer, and offering the best experience at every step of the .
However, today we are facing a digital reality compromised by customer privacy, such as the the , the Apple iOS15 update that restricts brands from extracting data from their customers.
The way we collect and use customer data evolves as customers become more informed about what information is collected, its use, and their privacy rights. Also keep in mind that people are willing to share their data, as long as there is a good reason to do so.
With this scenario, brands must look for new models to reinvent themselves. There are already different solutions in the advertising industry, and today we will talk about some that, from we consider them to be the future zero-party data.
what is data zero party
yeswith those that the user proactively gives you, intentional and direct. It can include anything from an email address, phone number, age, gender, sizes, favorite colors, styles, dietary needs, preferred products, places you travel to, even hotel preferences.
Can you imagine all the information that can be extracted? All of this data can be valuable in the right context. For example: knowing someone’s gender, size, style and favorite color can help you suggest the perfect products if you have a clothing brand.
In other words, zero-party data drives brands away from the generic and makes interactions with your customers are highly personalized and relevant.
We know that it is not easy to collect this information from your customers, however, the best way to obtain this data is to be very strategic and correlative in offering a unique customer experience.
5 efficient ways to collect zero-party data
1. Pop-ups to capture emails and SMS
Very common when you visit an eCommerce not only to get the contact of the users but to increase your database and impact them. Tip: do A/B tests to define which format best suits your audience.
2. Subscription programs
Knowing how often someone wants to buy your product not only helps address their needs, but also creates a personalized marketing cycle. This is another way to use zero-party data to improve the customer experience.
3. Quizzes
One of the most creative ways to get information from customers. This format is quite useful when users are faced with different options for a product; With this type of questionnaire, brands can offer a better customer experience with personalized product recommendations.
4. Interaction on social networks
Leveraging the features of and posting sponsored stories on Instagram through Ads Manager is another useful way to collect data and insights. On the one hand, your customers get the opportunity to participate in a stories survey with your brand. On the other hand, you will get valuable data that you can use in the future to personalize customer experiences.
5. Loyalty and rewards programs
This initiative will help collect other types of data from your customers such as dates of birth, product preferences, and lifestyle data. When a customer decides to join a brand’s loyalty program, it is because he feels connected to the brand. They are willing to give any information to participate in the program and benefit from what it offers. Thanks to the data collected in these loyalty programs, brands can understand the purchasing behavior of consumers.
In conclusion, D2C brands should consider zero-party data as the best way to overcome cookieless upgrade. It is the best way to know more about customers, the cheapest and most accurate way to obtain reliable information since it comes directly from the source.
Once you’ve collected this data, you can put it to work to optimize your sales funnel through personalized marketing campaigns and increase your eCommerce sales. 80% of customers are more likely to buy when brands offer them a personalized experience.
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