By Daniel Velasco Rallo – Strategy | Loyalty Marketing Services – Zero-Party Data
In a world where cookies are disappearing and digital privacy is becoming a priority, brands that rely on loyalty programs must adapt to a new reality. Personalization can no longer depend on invisible trackers. The key now lies in Zero-Party Data : information that users voluntarily provide to improve their own experience.
And the best part is that it’s not only more ethical, but also more powerful.
Table of Contents
What is Zero-Party Data and how does it differ from First-Party Data?
While first-party data is collected through user behavior (such as clicks or purchase history), zero-party data is intentionally provided. This includes survey responses, reward preferences, interests, special dates, or explicit choices within a loyalty program.
This type of data provides qualitative, precise, and actionable information. Instead of guessing what the customer wants, the customer tells you directly.
Advantages of Zero-Party Data in Loyalty Programs
- Greater trust and transparency:
By asking directly, you build a relationship based on trust. - Deep and personalized segmentation:
You can adapt rewards, communications, and dynamics according to real interests. - Increased participation and redemption:
A customer who receives what truly matters to them is more active and loyal. - Compliance with privacy regulations:
You don’t need to rely on cookies or third-party data. Everything comes from explicit consent.
How to apply it to your loyalty program?
Incorporate preference forms, short surveys, gamified quizzes, or editable profiles directly from your app or platform. Make users feel heard from the very first point of contact.
Practical example:
Imagine a user who chooses “technology” as their favorite rewards category. When they do, your campaigns and points are tailored to their profile: banners featuring gadgets, promotions that reward tech items, and even partnerships with tech brands. This personalization not only improves the experience but also increases conversion and retention rates.
A new way to build loyalty with purpose
Zero-Party Data is not just a trend. It’s a natural evolution towards more human, more effective customer loyalty, more aligned with what consumers expect from brands: respect, relevance, and reward.
At Loyalty Marketing Services, we design loyalty programs that use artificial intelligence, machine learning, and CRM to transform voluntary data into personalized actions. Ready to take your strategy to the next level? Let’s talk.
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