The ongoing struggle over safe data management continues to heat up. Third-party cookies have had a bad rap for years, and while their future for providing actionable data remains murky, it doesn’t look good.
This leaves businesses scrambling to look for new, more ethical ways to collect and utilize customer data. This is especially the case in an information-first environment that has no intention of reducing the importance of analytics going forward.
Retention.com is a revolutionary e-commerce retention marketing solutions provider that has been sounding the alarm on the demise of third-party cookies for a while now. In response, the innovative brand has developed industry-leading identity resolution technology. This offers timely aid to companies looking for alternative customer data management solutions.
Retention.com has created a unique, user-friendly approach to first-party actionable data. Before considering its impact, though, let’s start with the major issue facing marketers at the moment: the slow but steady death of third-party cookies.
The Delayed (But Inevitable) Doom of Third-Party Cookies
Digital marketing has always relied on cookies. This browser-based form of tracking analyzes basic user behaviors, from dwell time and frequency of site visits to past purchases.
Sometimes brands gather this information directly from a consumer for internal use. Often, though, it’s collected by others and utilized across various other websites without consent — something called third-party cookies.
Third-party cookies are an unpopular form of data collection.
In fact, they’re not just unpopular. They’re unsafe, which is why Google has announced it will phase them out in the name of greater data protection and consumer security. However, the search engine giant has delayed this deprecation process to 2024 (as of the time of this writing).
Even with the delay, the removal of third-party cookies still poses very real concerns for e-commerce businesses. Any company that doesn’t want to be caught flat-footed by the shift when it does finally take place needs to find an alternative to third-party data now.
The Struggle to Capture Actionable Data from Customers
For those who lean on third-party data to market and engage with consumers, the impending doom of third-party cookies is a monumental concern.
Even for those who don’t tap the unsavory data source, it still leaves them with the challenge of capturing customer data first-hand — something referred to as first-party data. Brands can glean first-party data through various tools like surveys and sign-up forms, but these are only effective up to a certain point.
For instance, consider a customer who visits an e-commerce site from their desktop computer. The visitor ignores a request to sign up for their newsletter. They start looking at products and then leave without making a purchase.
They could be at any point in the sales journey. Perhaps they are discovering information on a sales page, adding items to their cart, or even looking for a promotional code. Regardless, if they leave before clicking that all-important “complete purchase” button, they disappear into the ether. They leave no possible way of following up.
To make matters worse, they might hop back onto the site later from their phone, and the company wouldn’t even know that it’s them. The visitor would have to start the purchase process all over again, too, making the likelihood of completing the activity that much lower.
All of this can be resolved with actionable data.
When a brand has basic customer data, it can reserve its clients’ past activity. It then catalogs their preferences and streamlines future purchases. With third-party data on the way out and a cookieless future ahead, though, companies must find effective ways to collect first-party data if they want to boost ROI.
That’s where Retention.com comes into the picture.
Retention.com Streamlines First-Party Data Collection
Retention.com has developed a solution to first-party data collection in the form of its identity resolution software, Reclaim. This addresses a key area of underperforming ROI that the e-commerce retention marketing solutions provider refers to as “abandonment revenue.”
The definition of the term is in the name. When potential customers abandon a sales funnel, they leave unrealized revenue behind. When a company doesn’t have its website visitors’ personal information, it can’t follow up or provide personalized interactions.
Reclaim boosts abandonment revenue as much as 10 times over. The software does this by quickly and effectively tying unidentified customers to first-party cookies. This turns anonymous e-commerce site users into bonafide, real-world individuals.
The ability to identify who is on a site can have a dramatic effect on engagement (and consequentially ROI) by triggering different activities, such as cart abandonment emails and SMS flows. This leads to more browsing and greater dwell time.
One of the key factors of Retention.com’s revolutionary marketing software is its ease of use. Reclaim doesn’t require days of setup and integration. It takes hours to implement the code and proliferate it across an e-commerce site. This creates a quick-and-easy, set-it-and-forget-it solution that businesses can use to start tapping into their abandonment revenue streams. The software is even designed to scale along with businesses as they grow.
No Cookies, No Problem
As third-party cookies continue to die a slow death, every e-commerce business faces the prospect of a dramatic change to the status quo. The question is, which enterprises will be able to find creative solutions to help them operate in a cookieless environment?
Retention.com offers a simple, effective way to outsource the issue of first-party data collection. Its Reclaim software takes less than a day to implement and integrates with countless e-commerce applications.
This fast application leads to near-immediate results in the form of boosted abandonment revenue. Customers begin receiving SMS and email communications through ethical first-party cookie connections that offer personalized messages and encourage results-oriented engagement.
To top it off, the service is affordable, and customers only pay for incremental performance. Retention.com even offers its “Flow Insurance” as a 100% guaranteed refund if clients don’t see their abandonment flow revenue improve.
From the ease of use to its impressive impact, Retention.com’s software solutions are showing e-commerce companies that it’s perfectly possible to not just survive but thrive in a cookieless world.
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