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In today's ever-changing customer loyalty landscape, brands are seeking to revamp or enhance their loyalty efforts, while better understanding their customers. Jebbit, a SaaS platform specializes in interactive consumer engagements, such as personality quizzes, trivia, interactive look books, and product matching to power zero-party data collection.
Following the 2022 State of Customer Loyalty Report, Loyalty360 found that many brands seek to completely redo or enhance their customer loyalty programs in 2023. As brands look to make these changes, Jebbit provides insights into the value of zero-party data and how to implement it into the program to provide meaningful personalization.
Mark Johnson, CEO of Loyalty360, spoke with Pam Erlichman, Chief Evangelist Officer of Jebbit, about how to effectively collect and use zero-party data, how brands should think about customer loyalty, and how to integrate new trends and technologies into their loyalty programs.
What is Zero-Party Data?
First-party data comes from behavioral and transactional data, where a brand uses consumer clicks and purchases to infer what customers want. It comes directly from consumer actions — not collected by a third-party agency — but results in brands sending promotions and communications based on tracking consumer journeys. While behavioral and transactional data help brands personalize the customer experience more effectively than third-party data, it can feel intrusive to consumers because the brand does not ask for the information.
Zero-party data is a form of first-party data where consumers directly give their information to the brand. This type of interaction builds trust between consumers and brands because consumers understand they actively provide the brand with information instead of it coming from observations the brand makes from online interactions.
“It builds trust. It builds transparency. But more importantly, it can get to the kind of data that goes beyond the behavioral and transactional,” says Erlichman. “It can get to future needs states and emotional data – things you can’t get unless you ask a consumer directly.”
Brands who leverage zero-party data well create experiences to engage with customers in authentic ways, beyond simply handing out surveys. Erlichman uses ASICS as an example of implementing this kind of engagement successfully.
“When you sign up for the OneASICS™ loyalty program, instead of a typical lead form and receiving all the communications, they created an experience called ‘What type of runner are you?’ This is their welcome onboarding program,” says Erlichman.
With this experience, ASICS does ask about members’ running habits: How often do you run? How long do you run? However, the brand also uses this onboarding survey to gather emotional data, asking what members think about during runs and why they choose to run. Then, ASICS uses this zero-party data to send meaningful, personalized communications and offers to OneASICS™ members.
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