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With e-commerce continuing to dominate the retail landscape it is more important now than ever for brands to be aware of all the data at their fingertips. The online nature of e-commerce makes digital data extremely accessible provided you know how to collect it and leverage it properly. Cookies store user data and hold a treasure trove of information that is invaluable for brand strategists. Using this data in the right way will give you valuable insights into your customers and let you develop more effective marketing strategies.
First off, cookies give e-commerce brands information about a user’s browsing behavior. This means you can see what products they’re looking at and what pages they spent the most time on. This can be used to create personalized marketing campaigns that target users based on their specific interests and preferences. Ie. If your brand sold athletic wear you could use cookie data to target users who frequently visit fitness websites or have viewed similar products.
Cookies also help brands optimize their website’s interface to enhance usability and improve the user’s overall experience. By tracking a user’s behavior on their website, brands can see where users are falling off. You can identify the pages that are causing friction and modify them. Ie. If you notice that users are abandoning their shopping cart because it asks them for their card information before they select shipping and can put in a discount code, you might switch the page order so customers can see the final price before putting in their credit card information and see if more people complete the purchase.
Beyond curated marketing and web page optimization, cookie data can also help brands make changes to their products, or influence future product lines, based on what their audience wants. By analyzing user behavior data, brands gain insights into what products are popular and what features customers are looking for. This data can then inform product development and ensure that the brand is meeting the needs and preferences of their target audience.
Basically, most brands are using cookies to leverage consumer insights in their marketing and branding so it’s critical you are aware of all the information this data can give you so you can make the most effective use of it possible. Through cookies a brand can target customers and produce customer experiences that are unique and customized to their individual interests and preferences on the micro level. And at the macro level, cookies can inform strategy moving forward as a company expands on its product lines and offerings. So as e-commerce continues to evolve, the brands that are able to effectively leverage their digital data will be the ones that come out on top.
