While third-party cookies are very advantageous for e-commerce merchants, there are several
other steps that sellers can take to prepare for this new era in the digital
world.
Most online shops have a direct-to-consumer model. As such,
the collection of first-party data is a necessity for them to do business.
There are various strategies that firms can employ to create authenticated
audiences. The common theme of these will be value exchange. Nonetheless, shoppers might be afraid to give
consent to share their data. Thus, if you want clients to give you permission
to access their personal information and authenticate with your brand, you have
to motivate them to do so. There are several techniques that you can use to
encourage clients. These are exclusive pricing or promotional offers,
early access to new product launches, exclusive products/member-only shopping
areas, in-store discounts for retailers operating ecommerce and bricks and
mortar stores, or competition entries.
If consumers feel at ease to authenticate with your e-commerce site or app, it will be easier for you to deal with challenges such as de-duplicating website visitors, which will help you better understand total audience size, analyse new and repetitive customers and purchase frequency and dividing audiences into addressable cohorts. This will make it easier for you to group data together across your markting stack.
Create strategies to motivate customers to share data © Royalty-free image
Comments
Post a Comment