How Retailers Obtain First-Party Customer Data Through Alternative Mechanisms Beyond Loyalty Programs

Privacy and proper data management are both a priority and a challenge for retailers who aim to understand their customers, personalize their experience, and impact key business metrics such as repurchase rate, average ticket size, and ARPU.

With the disappearance of third-party cookies, retailers are exploring new ways to collect first-party data without relying exclusively on loyalty programs. While these programs remain an effective strategy to drive customer loyalty and business growth, in saturated markets with constantly evolving shopping habits, it is crucial to diversify data collection sources.

Leveraging innovative strategies to collect and manage data is key, as this data has become the main input for Artificial Intelligence tools applied to retail. In this Leal blog, we share practical initiatives that retailers use to obtain customer data.

Innovative Strategies to Collect and Manage First-Party Data

1. Personalized Digital Experiences

Retailers can encourage customer registration and data collection through engaging digital experiences. Some initiatives include:

• Mobile Apps: Offering exclusive features such as order tracking, personalized recommendations, and access to special discounts.
• E-commerce Accounts: Encouraging users to create profiles to receive personalized offers and enjoy a faster checkout experience.
• In-Store WiFi: Requesting a quick registration to access free WiFi allows retailers to capture contact information and shopping preferences.

2. Customer Surveys and Feedback

Requesting customer feedback through satisfaction surveys, web forms, or QR codes in-store helps collect key information about their needs and preferences. Incentives such as discounts or sweepstakes can increase participation.

3. In-Store Events and Experiences

Organizing exclusive events, product launches, or in-store demonstrations is an excellent way to collect data from interested customers. To attend these events, participants can register with their email or phone number, establishing a direct communication channel.

4. Gamification and Interactive Content

Gamification strategies, such as contests, trivia, or social media challenges, motivate customers to share their data in exchange for rewards. Additionally, retailers can offer exclusive content, such as buying guides or webinars, in exchange for registration.

5. BOPIS: Buy Online, Pick Up In-Store 

The Buy Online, Pick Up In-Store (BOPIS) model not only enhances the customer experience but also allows retailers to collect valuable information such as names, email addresses, and purchase patterns.

6. Subscription and Membership Programs

Subscriptions to newsletters, discount alerts, or exclusive membership programs (without being a formal loyalty program) allow retailers to build their own segmented databases.

7. Smart Checkout and Digital Payments

Retailers can leverage digital payments and self-checkout stations to capture customer data at the point of purchase, always with their consent.

Retailers in LATAM do not need to rely solely on loyalty programs to collect first-party data. Through digital experiences, surveys, events, and innovative models such as BOPIS, they can build databases rich in relevant information. However, loyalty programs remain one of the most effective tools for obtaining high-quality first-party data. By encouraging customer registration and their ongoing interaction with the brand, these programs enable the collection of detailed information about shopping habits, consumption frequency, and individual preferences. Additionally, since they are based on customer consent, they ensure ethical and transparent data collection, facilitating personalized offers and optimized marketing campaigns.

Using First-Party Data in AI-Optimized Marketing Campaigns

Retailers are leveraging first-party data to implement Artificial Intelligence tools that optimize their commercial strategies, such as Leal 360. 

Through advanced analysis of purchase data, preferences, and customer behavior, AI enables the personalization of offers, automation of marketing campaigns, and real-time enhancement of consumer experiences. Additionally, AI helps predict demand, optimize inventories, and establish dynamic pricing strategies, allowing retailers to make more accurate decisions and increase operational efficiency.

How Leal 360 Uses Customer Data to Improve Repurchase Rates, Average Ticket Size, and More

The Leal 360 platform integrates advanced data collection and analysis tools, artificial intelligence, and information processing to comprehensively manage customer shopping habits at each store location. By centralizing this data, companies can personalize their offers and rewards, ensuring that every interaction is intentional and meaningful. This level of personalization is what sets Leal 360 apart from other solutions in the market.

By connecting directly to your POS, Leal 360 centralizes key customer information—from the amount spent and products purchased to the time and location of each transaction. LATAM businesses already using the platform are achieving:

• Increased purchase frequency: Offering personalized promotions based on purchase propensity data.
• Higher average ticket size: Through promotions tailored to customer preferences and purchase history.
• Customer retention: Through cashback programs, points, and limited-time discounts.
• Enhanced in-store experience measurement and improvement: With real-time NPS surveys.

If your company is ready to optimize its average ticket size and increase purchase frequency through customer data intelligence and automated retail marketing, scheduling a Leal 360 demo is the next step.