Google isn’t deprecating cookies after all. Third-party cookie tracking remains the status quo.
Toronto-based adtech startup mplus says it’s time to challenge that status with zero-party data (0PD), known as consent-based data. mplus co-founders are officially launching Precision Retail, a new venture offering Canada’s only rewards-based post-purchase survey tool to capture 0PD.
“Retailers receive far more insightful data with expressed consent,” says Katelyn Daniell, co-founder of Precision Retail and mplus. “The e-commerce industry can earn trust and loyalty as it rewards customers for proactively consenting to share details like purchase habits, preferences, motivations, and more.”
The tool is a free plugin for retailers, prompting a short post-checkout survey as customers complete their purchase. The surveys have been designed to uncover greater customer understanding, including attribution and behavioural insights, which are matched to purchase data.
As the AI-powered survey engine learns about customers, it will develop new customized marketing segments for the retailer to export and activate on other advertising platforms like Meta. This gives companies a way to hyper-target their ads. The potential ROI is 2X to 3X higher compared to traditional e-commerce segments.
Precision Retail’s platform allows retailers to customize their incentive for survey participation, including discount codes for future purchases.
“Most retailers give away discounts for a newsletter signup, but that kind of action still doesn’t provide customer insight on a granular level,” says Will Oatley, co-founder of mplus and Precision Retail. “By rewarding consumers for participating in the survey, we help retailers acquire unique and sustainable customer data – straight from the source. It helps retailers tailor marketing to each customer, building loyalty and incentivizing repeat purchases.”
The plugin integrates seamlessly with the Shopify platform.
“The platform is simple and easy to use, with an obvious ROI,” says Antonio Lennert, owner of Surf the Greats, a surfboard retailer and Precision Retail client. “Would recommend to retailers looking to strengthen their customer loyalty efforts and for those looking for unique data sets to use in platforms like Meta.”
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