In the dynamic realm of consumer packaged goods (CPG), establishing strong connections with customers is vital for success. We know people prefer brands that feel familiar and respect their privacy while creating personalized offers and unforgettable engagements.
To unlock exceptional customer experiences, CPG brands must harness the power of their first-party data. However, CPG brands continue to struggle around the inconsistency of capturing and operationalizing first-party data. One way to do this is through leveraging QR codes combined with a first-party tag. Many clients leverage Acxiom’s rTag, our first-party tag, as part of their brand-owned first-party identity graph. Let’s explore a use case that demonstrates why all this matters.
Use Case: Elevating In-Store Engagement
Imagine a beauty brand that aims to provide personalized skincare recommendations to people in retail stores. By integrating QR codes and rTag, the brand can seamlessly connect offline and online activities. Each product on the shelf features a unique dynamic QR code people can scan using their smartphones. This action triggers rTag, capturing pseudonymous data about the person’s preferences and interests.
The private identity graph is powered by Acxiom’s data spine of marketable Americans. The graph plays a crucial role by associating this pseudonymous data with the person’s known identity in milliseconds to create a comprehensive view that merges prior anonymous activities with the current known identity. Armed with this enriched understanding, the brand can offer customized skincare recommendations, personalized discounts, and exclusive promotions in-store, which leads to better engagements and a 4-8X return on investment.
By integrating these solutions – QR codes, rTag, and the private identity graph – CPG brands can enhance customer engagements while deepening their understanding of people’s preferences. This integrated approach bridges the gap between offline and online interactions, creating personalized experiences that resonate with people.
Other benefits of leveraging a first-party brand-owned identity graph with a first-party tag:
Accuracy: Increased confidence that the brand is talking to the right people.
Relevance: Brands know they are extending the best offers based on what they know about the person.
Increased Share of Wallet: By knowing the person and creating a more personalized engagement, people will consolidate their spend and spend more with a brand
The best benefit of all is that the brand-owned first-party identity graph addresses privacy concerns in an era when third-party cookies continue to decline, and privacy legislation and regulations continue to be introduced and rolled out at state and regional levels. This ultimately puts the power back in the hands of brands to create a safe and valued environment for people.
Transformative tools are touted frequently, but for CPG brands seeking to elevate customer engagement and deliver exceptional experiences, owning a private identity graph is truly the key. It allows brands to strike the delicate balance between personalization and privacy, enabling them to build meaningful connections with their target audience. By harnessing the power of the private identity graph, CPG brands can unlock unparalleled opportunities for tailored interactions, trust building, and long-term loyalty. The private identity graph is the catalyst that unlocks the full potential of customer engagement in the dynamic landscape of the CPG industry.
