Customer relations and loyalty: what are the new CRM levers?

Retailers are facing more restricted customer data, increased need for personalisation and customization plus rising costs of digital projects like SEO, customer acquisition and advertising. In 2022, the marketing departments of retailers, preparing for a world without third-party cookies, will have to make delicate decisions about investments to retain omnichannel customers and continue to win more business. What is the impact of GDPR constraints on customer relations and the value chain? How can these be navigated to accurately measure marketing and promotion campaigns? What are best practices for recruitment and loyalty?

Through . Published on 17 May 2022 à 15h01 - Update on 14 October 2022 à 10h30


In traditional retail and e-commerce, the cost structure has been increasing on all sides during the last months (raw materials, containers, air freight, but also marketing and advertising campaigns…). Marketing plans are under the microscope, in a context where it is becoming increasingly difficult to precisely measure the performance of investments, for two reasons.

In 2021, the consent for cookies on e-commerce websites was introduced in the UK, in France, etc. Although some brands are trying to create efficient paths that encourage consumers’ consent, there has been a notable loss in terms of customer knowledge (browsing data) but also of advertising metrics. The Apple’s restrictions on cookies tracking on IOS is another factor. As a result, retailers have lost up to 50% of their IOS user data, because they have been “opted out” from Facebook, Instagram and Snapchat. Indeed, Apple users are actually over-consumers in terms of e-commerce.
The marketing teams of retailers must therefore improve their customer knowledge, in a context of increasingly strict GDPR rules. They need to create more proximity and relevance, to improve the value proposition and conversion.

Key figures

– According to Forrester, wining new customers costs 5 times more than keeping them

– In 2021, the conversion rate was 6.8% for grocery websites, 3.3% for fashion, 2.8% for home and decoration and 1.4% for electronics (Contentsquare, 46 billion sessions surveyed across 3,870 websites) …

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