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As demands for greater internet privacy and data protection ramp up, third-party data will become significantly less impactful. By investing in a loyalty program, brands can offer shoppers a clear incentive for intentionally sharing their personal information, i.e. zero party data. In the recent webinar, “Unlocking Zero-Party Data with Loyalty,” CommerceNext welcomed to discuss the power of this data and the effects of the crumbling cookies.
What we learned:
- The messaging and offers that drive loyalty
- How to make your highest value customers your best brand advocates
- The impact of improved loyalty on the brand
- Matt Powell, Chief Technology Officer, FTD
- Andrea Moore, SVP Digital, E-Commerce and Consumer Insights, NEST New York
- Sunil Kaki, EVP of Marketing, Openfit & Beachbody
- Jordan Gutman, GM Loyalty, Yotpo
- Moderated by Allan Dick, Co-Founder, CommerceNext
Watch the replay here, or read the recap below.
According to Yotpo, the crumbling cookie is leading to a new digital landscape in ecommerce. An essential way to succeed is by investing in strategies to collect and leverage zero party data.
Zero data is data that customers voluntarily submit, allowing a top notch individualized ecommerce experience for those who provide it. First party data is that which is acquired through owned interactions with customers, and while valuable, may not be the holistic information needed to provide the optimal customized experience.
How To Acquire Zero Party Data
A primary motivation for customers to release zero party data is when brands create value for them.
Shoppers will part with their data if they get something in return:
- 83% are more willing to share data if brands are transparent about how it’ll be used
- 82% are willing to share their personal data to receive personalized recommendations, discounts, services
Loyalty programs create clear value for customers through valuable incentives, such as:
- Exclusive Access
- Free Samples
- VIP Invites to Events
ZERO PARTY DATA IN REAL LIFE ACTION
Companies incentivize zero party data collection in different ways. Mizzen+Main collects data via the lifestyle and preferences of their customers. They get information, such as their customers’ weekly activities, lifestyle, height, weight and fit or color preferences. This data is then used to create a smart user experience through all customer touch points—from site to communications.
Dr. Dennis Gross has a different approach to accessing zero party data. The skinbrand offers their users a Peel Quiz that gives information, including skin type, skin concerns and previous experience with skincare products. Customers are more likely to convert for the brand if they are offered skincare products that are fine tuned to their needs and skin type.
The result for both Mizzen+Main and Dr. Dennis Gross with zero party data is better personalized experiences for more loyal customers. Customers will see these companies as more valuable, because the brand actually knows them and their preferences.
WITH LOYALTY, THINK LIKE A SMALL BUSINESS
A good approach to customer loyalty is to adapt the mindset of small businesses. Every customer is impactful to small businesses, so the business owners act in a thoughtful way and get to know each customer. FTD recognizes, “The intimacy you get from contact…and the standard you set for yourself in your small business in terms of winning in your community.” Naturally, these actions must be scaled up to equate the much larger customer base many retail brands have.
Chewy is a brand that does this particularly well. When one of their customers’ pets die, they send that customer flowers. Additionally, their customers’ pets get birthday gifts from the brand. These practices highlight their application of zero party data and the brand doing something thoughtful for their customers.
Yotpo sees loyalty as a direct reflection of the success or failure of customer service. If large companies “apologize in a genuine matter,” after mishaps in their customer experience, the previously frustrated customer may feel better about the brand. Customers want to feel like they matter.
IS LOYALTY BETTER THAN NEW?
“There’s something broken about the fact that either new customers are being offered better things, or leaving customers are being offered better things, but the actual loyal customer is getting the worst price,” notes FTD.
Loyal customers are extremely valuable to all brands, and they should reward these customers through effective loyalty programs. Rewarding loyal customers will make them feel appreciated and even more loyal. The best way to find out exactly what they need to feel the love? Ask your most loyal customers what they want, because it might not always be a discount.
Companies spend so much time looking for new customers, that they forget about their existing, loyal customers. According to Beachbody and Openfit, “It’s way cheaper to keep a customer than to acquire a customer, not just now, but always.” FTD notes that, “We eject customers…because we just don’t do the work to look at their experiences.” If companies move past the belief that metrics tell the complete story, they can more effectively assess, for example, how impactful one customer is to other customers.
Amazon and Stabucks have achieved extremely effective loyalty programs by actively changing the behavior of their customers and leading them to spend more money with the brand. For example, though the Amazon Prime fee is $100 per year, the LTV of Prime customers is much higher by incentivizing purchases through free shipping.
Loyalty should be sought out by all retailers, and these loyal customers should be rewarded. With loyalty programs and engaging with your customers to understand what they want, you can retain these valuable customers. Check out some of our other content on loyalty, such as our Persado Research Report, or our blog, Building Loyalty with Newly Acquired Customers.