Why retail media’s future depends on first-party data integration and accuracy
By Adstra
Suzanna Stevens, brand sales director, Adstra
CPG and retail marketers have reached an inflection point where they realize the future is not just about collecting data. Instead, success requires wielding first-party data strategically in four pivotal ways: advanced loyalty programs, personalized content, retail media solutions and data monetization. These levers, when synchronized, elevate customer engagement and unlock untapped revenue streams with suppliers.
Loyalty programs and personalized content aren’t mere trends but essential pathways to deeper engagement and data enrichment for both retailers and CPGs. The days of relying on intermediaries are waning as CPGs opt for in-house identity building to reclaim control and capitalize fully on transformative strategies to harness their owned first-party data.
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Source:: Digiday
