Digital marketers face a growing challenge: reaching the right customers at the right time, without wasting ad spend on irrelevant audiences. With competition fiercer than ever, it’s easy to feel like your brand is getting lost in the noise.
But here’s the good news: the solution is at your fingertips. Retailers own some of the most powerful first-party data, offering direct insights into what shoppers buy, browse, and prefer so you can target them with precision. Unlike unreliable third-party data, retailer first-party data is rich with insight, consented, and proven to increase campaign performance.
That’s why brands are shifting budgets towards retail media networks—leveraging retailers’ first-party data for better targeting, closed-loop measurement, and higher ROI. Read more about how first-party data is transforming retail advertising
Ready to get in the action? Here’s how you can tap into retailer first-party data today and transform your campaigns:
5 Immediate Ways to Use A Retailer’s First-Party Data
1. Turn Data into Precision-Targeted Campaigns
First-party data lets you pinpoint high-intent shoppers based on their purchase history, browsing patterns, and demographics. Instead of casting a wide net, you can zoom in on high-intent audiences, ensuring your ads resonate with people ready to convert. The result? More clicks, more conversions, and better ROI.
See how Flow’s audiences boosted campaign performance for a leading SA retailer
2. Get Personal
Today’s shoppers expect a personalised experience. With first-party data, you can tailor ads, messaging, and offers to individual preferences at every stage of their journey. Whether they’re just browsing or ready to buy, personalisation ensures your ads are relevant and high-impact.
3. Win Back Lapsed Customers
Don’t let your hard-won customers slip away. First-party data helps you identify shoppers who haven’t purchased in a while and re-engage them with exclusive offers or reminders. This smarter re-engagement helps drive repeat purchases and win back lost revenue.
4. Boost Sales with Smart Cross-Selling & Upselling
Maximise every sale with smart product recommendations. First-party data allows you to suggest complementary or premium products to increase Average Order Value (AOV). By enhancing the shopping experience with personalised recommendations, you not only boost sales but also build stronger customer loyalty.
5. Track, Test, and Optimise in Real-Time
One of the biggest advantages of retail media is how trackable it is. First-party data provides instant performance insights, allowing you to track, adjust and optimise campaigns on the fly. Whether you’re tracking sales uplift or customer engagement, you can adjust your strategies quickly to ensure the best possible return on ad spend (ROAS).
Stop Guessing. Start Winning
At Flow, we make first-party data work for you—giving you unmatched access to premium, hyper-targeted audiences to suit your marketing objectives Stop wasting ad spend and start driving real results with Flow’s first-party data audiences. Read more about Flow’s data marketplace or Contact us for your unfair competitive advantage.
