Once consumers are on a company’s website, however, it should be a different story. Advanced tools are already available, employing behaviour analysis, segmentation and personalisation to supersede the insight provided by third-party cookies.

Retail websites must implement AI-powered personalisation AI-driven technologies, for example, analyse and act on the data generated by consumers as they visit a website. This gives companies a faster, more sophisticated and profitable way of interacting with consumers once they are on a site. The technology stores just the unique ID of the user in a first-party cookie so is not affected by privacy restrictions. It remembers each visitor and their visit but without using any other information, which is the type of website- tool cookie used when logging into Facebook.

The data from this cookie enables a company, for example, to see when consumers are behaving in a way that indicates they are close to buying or have “exit intent” and are about to leave the website. The company sees the consumer’s behaviour in minute detail and can interact with them in real time to provide a positive outcome without becoming intrusive.

An AI-powered solution of this type delivers a discount, offer, promotion or recommendation at exactly the right moment. This is based on the consumer’s current and previous behaviour and what they may have put in their basket. Contrast this with the clumsy and unprofitable way many organisations use discounts, undermining their P&L by insistently dangling offers before they understand each customer. A retailer should have a solution that guides a

consumer through their journey with shrewd recommendations and knows when it is time to close a sale or trigger a decision with the right offer.

This more sophisticated and personalised approach to interaction avoids crude tactics such as annoying pop-ups with offers or recommendations that fail to match individual preferences. If the AI segmentation and personalisation solution is part of a more advanced single platform, retail brands can use the data and analysis to personalise marketing content in SMS messages and emails sent to consumers (who consent), which deliver far better results through precise targeting.

The advantages of a single platform The single platform approach also has another major advantage. It is much easier to implement and far more efficient and streamlined compared with separate solutions wired together for different parts of the customer journey, such as reduction of basket abandonment or upsell tactics.

The platform approach is the kind of slicker, technology-driven solution brands need to implement as the third-party cookie apocalypse comes into view. The alternative is flounder in a morass of data, losing track of customers. When the axe has fallen, the winning brands will use their own first-party cookie data far more smartly and productively to segment and personalise in real time as visitors are on their site. But they need the right platform so they can employ the latest advances in AI technology and provide a streamlined and profitable experience for themselves and their customers. | Direct Commerce


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