Until now, the prospect of retailers using data to follow a customer in and out of store, ultimately aiming to attribute an end purchase back to an ad exposure, was a lofty goal – but rather complex to achieve.<\/p>\n
But two trends are making it a reality:<\/p>\n
In this video interview with Beet.TV, Furious Corp CEO Ashley J. Swartz says US retailers are sitting on a treasure trove of first-party shopper data.<\/p>\n
Swartz says large retailers’ ability to utilize data on their own customers to activate media buys, both for themselves and for others on their network, makes them powerful like Facebook and Google.<\/p>\n
“Let’s call a spade a spade,” Swartz says. “(With) such significant shift in spending, moving to online from direct retail… these are walled gardens.<\/p>\n
Very large retailers that were specifically allowed to stay open during lockdowns … are building (advertising data) walled gardens.<\/p>\n
“Amazon’s retail data set is used to ultimately sell and direct media and target media and re-target media within their platform and their advertising solution, and that’s really its core focus.”<\/p>\n
Roundel\u2019s Kristi Argyilan: Shopper Marketing Is the “New Black”<\/a><\/p><\/blockquote>\n