“More than 90% of consumers consider transparency a decisive factor in their purchasing decisions.“
Whether ethical or financial, the interest of brands lies in their ability to offer a personalized customer experience while respecting their privacy. Zero-Party Data, the white data obtained with consumers’ informed consent, is the ideal solution to users’ increasing expectations and growing concerns about the use of their personal information. Indeed, they allow us to offer a personalized experience while establishing a genuine relationship of trust between the brand and consumers, which will undoubtedly sow the seeds of a strong commitment on their part. Zero-party data will revolutionize the way we collect customer data. It will also create a more enjoyable, fair, and profitable experience for both consumers and brands. However, consideration should be given to the following good practices to get the most out of data collection campaigns.
Clearly show users their interest in giving you their consent
Zero-party data collection campaigns are based on a win-win value exchange. Indeed, it is crucial to clearly show users that it would be in their best interest to give their consent. What is given in return is not necessarily costly for companies. For example, brands can highlight that sharing their preferences with them will allow a better optimization of their offer to best suit customers needs.
Creating fun, interactive experiences is a great way to encourage this, so investing in UX is essential. Companies should also remember to include multiple points of contact (shops, social networks, online shops, billboards, etc.) to maximize their interactions with clients. Indeed, each of them is a good way to generate interest and engage the consumer. Each brand initiates the conversation in its own way according to its objectives and marketing goals.
Being “GDPR compliant” is not enough.
It is important to comply with privacy laws, but companies shouldn’t stop there. The best is to go even further by opting for full transparency to describe how data is collected and used, along with what has been collected, and why. It is necessary to balance the desire to make the most of this data and its potential for misuse. They can also ensure their brand’s transparency by being honest and approachable while explaining to consumers how they protect the information entrusted to them.
“ 8 out of 10 customers are ready to boycott the brands not complying with GDPR “ ( emarketing )
Optimise user experience and customers journey for better results.
Brands should make an effort to implement innovative collection methods. Ideally, they have to make the sharing of information as cost-effective and time-saving as possible for customers to achieve a high completion rate. Zero-party data can be collected by easy, inexpensive and fun means. Diversifying collection methods ( contests, surveys, scratch cards, totems, in-store terminals, etc. ) allows to avoid boring consumers while grabbing their interest and curiosity. Making it fun for customers is key for a very successful data collection campaign.
As an example, gamification of data collection methods gives excellent results. It strongly encourages customer engagement while it's getting harder and harder to keep their attention. This is also an effective way to get to know your customers better and make them loyal for good.
“69 % of consumers favor a brand offering games to have an opportunity to win a prize” ( Médiapost )
For example, some brands distribute scratch cards to their clients. These cards contain a unique code and a link to an online platform created especially for the occasion. The code, once typed into the platform, allows users to take part in a drawing of lots, giving them an opportunity to win a prize. In order for its participation to be valid, he has to agree to sharing its data with the brand.
Nowadays, everything is possible in terms of data collection. For example, some companies turn their products into data collection media ( stickers glued on the packaging, QR codes integrated to the products, etc.). This way, each product becomes an opportunity to improve customer’s knowledge.
Taking enough time to develop customer relationship.
Finally, brands should make sure that their relationship with customers grows gradually, without overwhelming them with questions. They can spread it out over time by asking only for the data they will use. Also, giving them more control over their personal information is influential in building trust with clients. Similarly, using a clear preference center allows them to receive the content they choose. For customers, choice is also important. It is fundamental to ensure that they can communicate with the brand via channels they prefer.
Undoubtedly, choosing Zero-party data is expanding the range of possibilities. It is also putting consumer respect, in terms of collection, communication, or even data exploitation strategy, at the center of companies' preoccupations.
