Olivier Legrand, COO of Sendinblue, explains his view of collecting customer data (GDPR, third-party data, cookies) in e-commerce since the end of third-party cookies.
The e-commerce sector in France grew by almost 12% in one year and weighed 32.5 billion euros in the 1st quarter of 2022. To take advantage of this, brands are implementing strategic marketing campaigns to reach their audiences and generate engagement. With the GDPR’s General Data Protection Regulation, they need to be creative to continue collecting and using consumer data while remaining compliant with the law.
The end of third-party cookies is expected to dramatically impact e-merchants’ marketing approach. Third-party data, that is, data that customers intentionally and proactively share with a brand, is more of a priority than ever.
Companies must clearly communicate the purposes for which they collect customer data (such as providing a better, more personalized/relevant user experience) and how it is handled, i.e. handled securely and not passed on to third parties. The customer must maintain control over their data. As long as brands are transparent about their use of their personal data and benefit from it, consumers will be more willing to share their information and preferences to enjoy a more personalized experience.
How to collect data from zero parts?
It’s not as complicated as it looks. The more consumers are involved in setting up their purchases, the more their level of demand leads them to look for a more personalized online experience that meets their expectations. Here are some ways to get started:
centers of interest
Let your customers tell you exactly what they’re looking for by listing their interests on their profiles. They may modify your information at any time according to their needs. This will optimize your online experience and increase your engagement and conversion rate.
The questionnaire with registration by email
Before a new subscriber signs up to receive your newsletter, add a mini-survey about what they expect from your offer or services. For example, if you’re a fashion brand, include a little style test. This will save you from sending out a newsletter about the new women’s collection for a man!
Searches on social networks
Social media is a great way to leverage your customer data in an instant through interactive surveys. For example, with Instagram Stories, brands can create different engaging approaches like polls and comment boxes to gather insights from their audience.
Use third-party data to customize your content to drive engagement and increase sales
Now that you’ve collected all this qualified data directly from your customers, you can effectively share relevant, personalized content. The following recommendations should help you:
● Create segmented lists based on consumer profiles and interests to target the right content to the right audience.
● Incorporate a promotional code into email or SMS campaigns with personalized suggestions to help you close the sale more easily.
● Provide personalized recommendations and advice based on customer preferences.
● Ask users to regularly update their preferences so that you can provide them with the content and experience that is right for them.
The end of third-party cookies is approaching. Until then, advertisers and the entire ecosystem must rework their strategy for serving their audience to be as good, or even better, without cookies.
Third-party data is changing the way brands interact with their online audiences. You can strengthen relationships with your customers by collecting quality data to create personalized experiences. Ultimately, this will allow your brand to benefit from higher conversion rates, better customer retention, while also increasing customer engagement.