Retailers are facing more restricted customer data, increased need for personalisation and customization plus rising costs of digital projects like SEO, customer acquisition and advertising. In 2022, the marketing departments of retailers, preparing for a world without third-party cookies, will have to make delicate decisions about investments to retain omnichannel customers and continue to win more business. What is the impact of GDPR constraints on customer relations and the value chain? How can these be navigated to accurately measure marketing and promotion campaigns? What are best practices for recruitment and loyalty?
Context
In traditional retail and e-commerce, the cost structure has been increasing on all sides during the last months (raw materials, containers, air freight, but also marketing and advertising campaigns…). Marketing plans are under the microscope, in a context where it is becoming increasingly difficult to precisely measure the performance of investments, for two reasons.
In 2021, the consent for cookies on e-commerce websites was introduced in the UK, in France, etc. Although some brands...
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