The original version of this piece appeared as a Retail Customer Experience post.
With increasing demands for stricter data privacy, marketers are tasked with adjusting their data collection practices accordingly. Rather than defaulting to third-party data, brands need to prioritize zero-party data that customers willingly hand over. But how do you convince customers to share their data?
The key lies in giving customers something worthwhile in exchange for this data. This could mean more personalized communications, an easier checkout process, or custom notifications. Remember to be upfront about how you plan to use their data.
Customers are also more likely to share data when you have established a strong relationship with them. Use the data you gather to deliver targeted marketing campaigns that show that you care about your customers and their needs as individuals, not just buyers.
A great way to connect with your customers is by offering gated, identity-based offers for groups such as nurses or teachers. A discount by itself provides an incentive to buy, but the exclusive nature of these deals also makes customers feel appreciated and special. This generates positive feelings that can lead to repeat purchases and long-term loyalty.
Want to learn more about building exclusive offers that improve customer relationships while also providing valuable first-party data? SheerID’s Identity Marketing Platform ensures the safety and integrity of these offers, reassuring customers that their precious data is safe in your hands.
