The document discusses how retailers and brands can win in 2018 through data collaboration and personalization. It finds that almost 4 out of 5 brands and retailers are successfully collecting and using cross-channel customer data. While 3 in 5 are already collaborating on data, concerns remain that large physical-digital companies could limit smaller players' access to customers and products. The document advocates for data collaboration between thousands of companies to better connect shoppers to relevant products across channels.

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The Collaboration Imperative:
Leah Holzmann Glass
VP, Corporate Marketing, Criteo
Bruce Rogers
Chief Insights Officer, Forbes Insights
How Retailers & Brands Can Win in 2018
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Agenda
Key
Findings
The Data
Landscape
in 2018
Owning
Omnichannel
Personalization
in the Wild
The
Collaboration
Imperative
Retail Trends
for 2018

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The Data Landscape in 2018
Almost 4 out of 5 brands and retailers use customer data as a part of their business strategy –
and are successfully collecting and using data across channels and phrases of the buyer journey.
Pooled data assets are a way to gain a competitive edge in this changing market. Three-fifths
of those surveyed are already collaborating on data, and 7 out of 10 of those companies are happy
with their agreements.
Brands are concerned that physical-digital giants will limit access to their products, and
retailers’ top worry is that this trend will cause consumers to turn away from smaller retailers.

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The Data Landscape in 2018
The complexity of cross-channel data.
Overall Brand / Manufacturer Retailer
29%28% 28%Search

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The Data Landscape in 2018
The top 3 data management challenges for retailers & brands.
Ensuring Quality
Of Data
Overall Brand / Manufacturer Retailer
48%66% 76%

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Owning Omnichannel,
Piece by Piece
Finding out where your data fits in the
shopper journey
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The Problem of Tech Giants & Walled Gardens
Maintaining
Good Margins
Maintaining
Market Share
Engaging in Price
Competition
Data: Top challenges companies face with responding to the creation of physical-digital giants

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The Top Challenges
Retailers are most concerned that
the effectiveness of these large
players in using data to deliver
competitive prices and convenient
interactions will lead consumers to
turn away from smaller retailers.
50%
41% 38%
Limit access to their own products Limit access to information about
their own customers and products
Enables the garden owner to dictate
terms and service
Source: The Data Commerce Opportunity, Forbes Insights & Criteo, 2017

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Personalization
in the Wild
What makes a personalized ad good?
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+
What Personalization Looks Like
Matching cross-channel, cross-device audience profiles for hyper personalization

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-
What Personalization Looks Like
Acquiring high-value customers through mass personalization & micro-targeting

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The Collaboration Imperative
Data collaboration creates a pooled resource
among thousands of retailers, brands, and
publishers that connects shoppers to the
things they need and love like never before.

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The Benefits Data Collaboration
With data reigning supreme,
companies strongly believe that
pooling non-personally identifiable
customer data leads to more
satisfied shoppers and improved
sales. This type of collaboration
addresses the very fears they have
about how the physical-digital
giants will impact their business.
72%
65%
56%
Increased revenue Increased profits Increased customer satisfaction
Source: The Data Commerce Opportunity, Forbes Insights & Criteo, 2017

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Retail Trends for
2018 & Beyond
What does the future look like?

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Shoppers learn about products everywhere.
Journeys are channel-agnostic.
Source: Criteo Shopper Story, US 2017
87% 52% 56% 57% 51%
Websites / Apps People in Real Life Retail Stores Advertising Social Media

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In a connected world, online is offline.
Real world retail is about experience and discovery.
I look forward to shopping in
stores when I have the time.
I used my phone while in-store
to research products online.
I enjoy shopping in stores to
understand what is in style.
I prefer to do as much online
shopping as possible.
I like to try new retail stores.
I like to shop online at
new websites.
Source: Criteo Shopper Story, US 2017

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The Age of Commerce Marketing
Builds a relationship across the
whole shopper journey
Measured by performance –
directly driving sales and profits
Connects
Online & offline
BUILD MEASURECONNECT
Dropping the ‘e’ in Ecommerce.

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bit.ly/data-commerce-report

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bit.ly/data-commerce-report