Produce Zero Party Data at Scale: Guide for Ecommerce Stores
So, you understand the potential upside of implementing zero party data
collection on your ecommerce store: all the personalization
improvements, dialed-in product recommendations, and enhanced marketing
campaigns. You’re also interested in transitioning towards ethically
sourced data, to position yourself sustainably a staunch supporter of
digital privacy.
Fantastic! Now there’s just one problem.
You’re used to working with other platforms’ massive data sets, and have
no idea how to capture zero party data at scale within your own store’s
walls.
Luckily, you aren’t alone. Countless businesses in the process of
implementing zero party data collection are looking for tips and tricks
to expand the scope and scale of their data sets.
In this piece, we’ll look at three examples of strategies for collecting
zero party data at scale in addition to the three most common challenges
ecommerce businesses face when it comes to customer data.
Three Customer Challenges Ecommerce Stores Solve With Zero Party Data
Before we dive into how to scale zero party data collection, let's
review three of the most pressing problems ecommerce brands are facing
when it comes to customer data.
1. Reducing Customer Churn
It can be difficult to generate and capture data quickly enough to
retain new customers and avoid costly churn.
First-party data, for example, requires multiple sites, apps, or page
visits to begin building a customer profile that can then be analyzed
for insights. Third-party data can be unreliable, irrelevant, and even
drive customers
away
if it isn’t ethically sourced.
2. Attribution
Without rock-solid attribution, it can be impossible to strategically
identify, optimize, and scale your brand’s most effective marketing
strategies.
Getting a clear view of your attribution trends can position brands to
capitalize on ad spending and drive massive amounts of
revenue
by investing in their most profitable marketing strategies and channels.
3. Digital Privacy
Digital privacy has become increasingly important to consumers, with a
full 84% of consumers indicating that they
care
about the privacy of their own data, the privacy of society’s data at
large, and the amount of control they have over their data.
This uptick in concerns has led to growing digital privacy regulations
and shifting public opinion that could land brands in hot water if their
data collection isn’t up to par.
How to Produce Zero Party Data at Scale: Examples and Use Cases
Now, let’s take a look at three large-scale zero party data capturing
strategies that you can implement in your brand or business today.
1. Quizzes For Personalized Shopping Suggestions
Style quizzes, personality tests, and product-based quizzes can be
excellent tools for large-scale zero party data collection.
Example: L’oreal’s Skincare Routine Finder Quiz
L’oreal came up with a creative and unique way to gather
personalization-heavy zero party data from online shoppers.
By creating a quiz that allowed customers to find the best products for
their skin type, L’oreal improved customers’ experiences, created a
valuable buzz on social media, and most importantly captured extremely
detailed and valuable data that was then leveraged into fine-tuned
product recommendations.
How to Do The Same For Your Store
To get started, you’ll need a creative, engaging quiz that provides
genuine value to your target demographic. If your quiz isn’t relevant
and doesn’t include a clear value exchange (in L’oreal’s case, improved
personalization and product recommendations) then you may struggle to
build the steam you need to reach scale.
2. Email Opt-In for Back-in-Stock Items
Having a killer product you can’t keep in stock is a perfect recipe for
large-scale zero party data collecting.
Example: Email Opt-in in Public Goods' Shopify Store
Believe it or not, running out of your best-selling product isn’t a bad
thing. In fact, brands can capitalize on this scenario and capture
valuable zero party data.
How? With a “back in stock!” email opt-in!
Customers that still want to get their hands on your top seller will
jump at the chance to get an early drop alert before your next restock.
This strategy exemplifies the importance of value exchange - if the
product weren’t so highly desired, customers might not feel compelled to
share their contact information.
How to Do The Same For Your Store
Setting up this form of large-scale zero party data collection is
surprisingly easy. Simply set up an email opt-in form that allows
customers to trade their contact information for early alerts and
product updates and wait for the ethically-sourced, happily-provided
zero party data to start rolling in.
3. Post-Purchase Surveys Using Fairing
Post-purchase surveys (like the ones offered by Fairing) are another
fantastic way to easily capture massive sets of zero party data.
Post-purchase surveys empower brands to capture essential data like
attribution, product preferences, and buying experiences. Post-purchase
surveys can also be easily modified to capture almost any kind of data
you want (assuming you can come up with a creative enough survey!).
Example: Post-Purchase Survey in Füm's Shopify Store
Fairing partner Füm used
post-purchase surveys to discover between 40 and 50% of their online
visitors were discovering their brand through their podcast and YouTube
channel. This insight allowed Füm to optimize and scale their ad
spend from $5,000 to $125,000, driving $500,000 in
revenue
during the process.
How to Do The Same For Your Store
Implementing a post-purchase survey is the easiest way to begin
collecting large-scale zero party data that can be operationalized in no
time. That’s because zero party collection specialists like Fairing have
built intuitive Shopify plug-ins that allow brands to begin capturing
zero party data entirely for free .
Produce Zero Party Data For Your Shopify Store With Fairing
Learning how to capture zero party data at scale will be essential for
brands and businesses that want to stay competitive after the death of
the third-party cookie.
Fortunately, ecommerce shops have a variety of zero party tools,
techniques, and strategies at their disposal to guide them through this
upheaval to the status quo. Post-purchase surveys, email opt-ins, and
personalization quizzes.
If you’d like to see the power of zero party data collection first-hand
without a commitment, check out Fairing’s post-purchase survey free
trial here.