How Your Loyalty Program Can Unlock First- and Zero-Party Data

The elimination of cookies is going to make it essentially impossible for retailers to get the third-party data they need to fuel their personalization initiatives. But with the right methods, your loyalty program can save the day!   During this episode of Retail Remix, Alicia Esposito sits down with Rob Garf and Natasha Janic of Salesforce to discuss all of the major shifts happening in the marketing space, including Apple’s changing privacy guidelines and Google’s removal of third-party cookie tracking, and how that drives major data in loyalty programs. Specifically, they dig into:   The value of zero- and first-party data and how to collect it across channels;  New ways to create value and a mutually beneficial relationship with consumers;  Recommendations (and requirements) for building trust and transparency around data collection practices; and  How to power “data democratization” across the organization, including in stores.  RELATED LINKS Learn more about Salesforce Get more insights on how to improve loyalty program performance