Zero-side knowledge forces retailers to redefine the consumer expertise

Asking the right questions to consumers helps build strong relationships. This provides valuable zero-page data for building a connection that encourages your brand choice.

Traditionally, retailers do not dare to ask consumers for fear of being excluded. But you shouldn’t think of it that way. Indeed, it is a matter of emphasizing the consideration that the consumer will gain by providing data. As long as the latter has an advantage in terms of experience, product or offer, there will be no friction. This is what is at the heart of zero-side data, information that consumers voluntarily give in exchange for a promotion or reward. Especially today, as brands face increasing restrictions on the use of third-party data, they are accepting zero-party data to better understand consumers and build a relationship with them.

The data show that when strong emotional connections are created that motivate consumers to buy, zero-side data-driven campaigns can triple conversion rates. Asking questions to which consumers want answers triggers the beginning of the relationship, not the end, as retailers have long assumed. Here are three scenarios in which marketing experts can invite consumers to submit zero-page data.

Create a better discovery experience

Consumers want to find what they need faster. And one of the best ways to meet those expectations is to run a short survey or quiz: ask the consumer what their preferences are, and then offer them the exact product or service they are looking for. For example, the cosmetics brand NARS Cosmetics uses a quiz to identify the shade of roses that the consumer is looking for and thus learns about their mood, beauty routine and appearance.

When a consumer enters their email address, they receive quiz results, including recommendations for lipstick color and other products. Other brands approach the quiz from a personality perspective by asking questions like, “What do your wine preferences say about you?”, “What kind of concert visitor are you?” or “What’s your style of parenting?” In exchange for sharing information, the consumer is rewarded with a search experience that is faster, more accurate and tailored to their preferences.

Provide a personalized product

In addition to enhancing the discovery experience, asking questions also helps personalize the product offering. In this case, the consumer voluntarily provides personal data in exchange for a product that will surely meet his needs. Take the example of the Proven Skincare brand, which invites its customers to a quiz about their skin type, in order to determine a personalized skin care cream that is clinically effective and adapted to their skin, environment and lifestyle. The consumer first answers a series of questions about what characterizes him (for example, wrinkles, redness, sensitivity), his lifestyle (sleep, diet, etc.) and the environment (humidity, air quality, etc.), then gives his email address. Proven immediately offers a personalized care protocol, accompanied by a clear explanation of why these products are appropriate. Everyone benefits, especially subscription-based companies whose business relies on customer loyalty.

Adjust the offer

Basically, asking questions is getting to know someone, what he wants, what he likes, what he needs. But it’s also about learning who he is. When a person is part of a community, such as teachers, students, health professionals or the elderly, he feels a kinship and a sense of belonging to this group, so he appreciates that brands recognize this.

Cheap Caribbean travel agency occasionally offers exclusive offers to targeted consumer segments. In order to take advantage of the offer, all they need to do is state their name and email address so that the tour operator can check their eligibility and send them a discount. The exchange is simple: it involves asking consumers for basic information, such as date of birth, occupation, name and email address, and in return they are offered a “reward”, such as a discount or exclusive experience. Forrester research shows that when consumers voluntarily share their personal information with brands, provide data, 58% are more likely to make a purchase, 40% spend more, and 82% are more likely to buy from Mark.

To build a stronger bond, asking questions helps you get to know the person better. Brands that understand this do not create resistance, but a connection with consumers. They have long perceived personalization in a one-sided way according to data obtained by deductions and cross-checks of consumer information. But as retailers rely on zero-side data, personalization is becoming a joint initiative that gives the consumer a say in the personalized experience they want with the brand. When done right, asking questions helps improve personalization, relationships, and ultimately, long-term retention. The opportunity is there… What will brands demand from consumers in 2022?

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