Support Your Customers’ Values, Win Their Loyalty

Win customers by aligning with their values.
The original version of this piece appeared as an Adweek post. Consumers today prioritize the values and ethics of the companies they support, and they are more likely to remain loyal to brands that align with their own beliefs. In fact, research shows that customers are willing to pay more for products or services from ...
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Is Invited Personalization the Future of Cookieless Marketing?

Marketers need to adjust their strategies for a cookieless world.
This piece originally appeared as a Digital Commerce 360 piece. Data gathered directly from consumers allows retailers to understand them on a deeper level, including such aspects of their identity as their life stage, the social or workgroups they belong to and their professions. Google’s recent announcement that it won’t allow cookie-based tracking in Chrome ...
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3 Customer Acquisition Strategies for Post-Pandemic Retail

Make sure your retail brand thrives post-pandemic.
This piece originally appeared as a Retail Customer Experience post. COVID has forced consumers online, and that's where they'll stay even after the pandemic is over. More consumers have gravitated in even greater numbers than anticipated to purchase online. According to the U.S. Census Bureau, Americans spent $791.7 billion in 2020 on e-commerce, up 32.4% ...
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3 Ways to Leverage Zero-party Data

Make the most of your zero-party data.
This piece originally appeared as a Forbes post. It is now common to tout the importance of collecting zero-party data. This information, which consumers knowingly and proactively provide brands in exchange for value, powers privacy-safe marketing strategies and is generally more accurate than probabilistic, often cobbled-together third-party datasets. But how do brands and retailers that ...
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4 Steps Retailers Can Take to Market Themselves in a Recession

Don't slash your marketing budget during a recession.
This piece originally appeared as a Retail Touchpoints post. Marketing is often first on the chopping block during a recession, and with GDP contracting two quarters in a row, retail marketers are working hard to determine how to make each dollar go further. Many organizations will cut marketing spend in a bid to preserve margins. ...
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How Marketers Can Gather Zero-Party Data Through Promotions

Gather zero-party data to keep customers engaged.
This piece originally appeared as a TotalRetail post. Deal-based marketing has often been associated with competing for customers based on the lowest possible price point. Traditionally brands that needed to sell products or tickets in a hurry partnered with deals sites to move these items at a large discount. However, this model doesn't maximize the ...
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Why May is the New Black Friday

May has become one of the biggest shopping months.
This piece originally appeared as a TotalRetail post. When we think about big revenue-generating opportunities on the calendar, we typically focus on November and December, particularly Black Friday. But sales on Black Friday last year — both in-store and online — dropped below pre-pandemic levels. Heading in the opposite direction is May, which is quickly becoming one of ...
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How Zero-Party Data Improves on the Promise of First-Party Data

Your team should be prioritizing zero-party data.
This piece originally appeared as a TotalRetail post. Privacy changes have forced marketers to consider how they can consensually obtain consumer data, inspiring debate over whether zero-party data exists and how it differs from first-party data. While first-party data refers to information brands collect directly from consumers, zero-party data, as defined by Forrester, refers to information ...
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3 Ways Retailers Can Gather, Harness and Effectively Use Zero-Party Data

Use zero-party data to your advantage.
This piece originally appeared as a TotalRetail post. Much of the conversation about how marketers can collect, harness and effectively use zero-party data focuses on brands, which struggle to gather it, or information consumers proactively provide, because businesses rarely maintain direct relationships with customers at scale. Retailers face an entirely different challenge: an abundance of ...
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