With the shift to online-oriented behaviours that accompanied the Covid-19 pandemic has come new alternatives for manufacturers promoting and working on-line.

Though ecommerce penetration has not remained as excessive because it as soon as was within the depths of the pandemic, many extra shoppers have built-in on-line shopping for into their day-to-day lives ultimately, whereas channels reminiscent of q-commerce (fast commerce) and click-and-collect have sprung up and expanded so as to cater to further moments and behaviours. This has introduced new alternatives for manufacturers that traditionally might not have had entry to a lot information on shoppers’ shopping for habits and preferences, reminiscent of fast-moving shopper items (FMCG) manufacturers.

In the primary instalment of this two-part sequence, I seemed on the alternatives which have arisen for FMCG manufacturers to type direct relationships with their prospects and collect first-party information, reminiscent of by promoting direct-to-consumer (D2C), working loyalty schemes, or providing reductions and prize giveaways.

Nonetheless, as useful as it’s for FMCG manufacturers to type direct buyer relationships, there may be nonetheless a restrict to the insights that may be gained from first-party information – notably in FMCG, the place manufacturers depend on companies like retailers or pubs to achieve shoppers with their merchandise at scale, and people sorts of companies have a tendency to carry a lot richer details about buyer behaviour.

Fortuitously, new alternatives are additionally opening up when it comes to entry to second-party information: information owned and picked up by one other enterprise that’s licensed to the model for its unique use. From media networks of retailer information to information ‘clear rooms’ and partnerships, this text will have a look at the totally different alternatives obtainable to FMCG manufacturers within the realm of second-party information and the way manufacturers are profiting from them.