Reference: Visit websiteIn particular, harvesting tactics which acquire data from third-party sources without express consumer consent are an easy target for criticism, and raise questions of quality and accuracy. First-party data, which covers a wide variety of activities including information typed or spoken by the customer, purchase history, social media interaction and app usage data is easier to control, protect and leverage.
To help retailers better harness the power and potential of consumers' first-party data, leading customer engagement platform Braze worked with Wakefield Research to create the 2025 Retail Customer Engagement Review . The survey polled senior marketing executives across the globe and also includes anonymized, aggregated behavioral data from billions of live user data profiles.
It found that a significant number of retailers are tackling the challenges of effectively collecting and applying first-party data head-on, but others are uncertain how to proceed. Nearly half (47%) of retail respondents expressed concern that their messaging does not resonate with customers.
"There has been so much bottom-line focus in the industry, and hesitancy and reluctance to make longer-term investments in things like better data strategy," says Brian Laker, senior director of industry marketing at Braze. "As the price of paid media goes up and the cost to acquire [customers]
Below, six key findings from Braze's landmark survey reveal how retailers can leverage first-party data for future value.
1. Retailers are more likely than those in any other surveyed industry to say they segment customers using information about past behavior or engagement
Modern data-driven personalization owes a great deal to the direct-response, mail order and first-wave e-commerce retailers of the past. Little surprise, then, that retail continues to lead the pack in understanding the value of driving more engagement and transactions through first-party data.
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