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Why first-party-data is your key to the future of loyalty

Belinda Clark

February 21, 2024

Moving from the UK to Singapore has a way of making you see things differently. A simple M&S meal deal of a sandwich and crisps is like searching for a goldmine in Singapore. Likewise, trying to find a hot, freshly cooked lunch for the equivalent of S$3.90 in London is something one can only dream of. It’s no wonder then that when my world (literally) changed, I needed to adapt. 

That adaptation has extended to re-evaluating many brands I’ve known and loved for years. In temperatures averaging close to 30 degrees most days of the year, my well-loved Bobbi Brown Intensive Skin Foundation no longer seemed to cut it. Likewise, with humidity reaching the 90%+ level, my usual Kérastase hair care left me with the driest locks I’ve ever known. In times like these, when consumers’ situations and needs change, do brands know? And do they adapt? Not everyone shifts countries, but they do experience big life events like getting married, having a baby, and even perimenopause. In these moments, many might think that traditional Lifecycle Marketing works. But in today’s world, does it really cut it? The deprecation of 3rd party cookies makes it harder for brands to rely on re-targeting and deterministic advertising. Added to that, the cost-of-living crisis is making consumers re-evaluate what they buy more frequently than before. The time to adapt is now – even if brands don’t know it yet. 

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