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Transform retail experiences with consent and preferences

The retail industry has its own unique set of opportunities that an effective consent and preferences strategy can unlock. Learn more about how your organization can achieve a competitive advantage

Ashlea Cartee
Senior Product Marketing Manager, OneTrust Consent and Preferences
March 10, 2023

Closeup view of retail customer using tap to pay function with phone

Retailers know the value of personalized offers and communications based on customer preferences more than most. They’re also acquainted with buyers being more aware of data collection practices now than ever before. With governments enacting new privacy and data protection regulations in jurisdictions worldwide, retailers must now balance strict compliance requirements while also delivering a personalized customer experience. 

That’s not all. Apple and Google have both issued new guidelines on data collection, requiring maximum transparency in retailer apps with declarations for third-party trackers and personal data collection policies. To further complicate things, the deprecation of third-party cookies is looming on the horizon. In 2024, third-party cookies are going away for good, which will eliminate tracking, data collection, and ad personalization and targeting. While consumers enjoy the benefits of personalized communications, they are increasingly concerned about how companies use, store, and secure their data. Brands must establish trust and demonstrate a transparent value exchange to convince consumers to share their data.

This evolving world of strict data compliance and protection might seem daunting. But it’s also an opportunity to deliver engaging customer experiences and build trust across the various touchpoints with your brand. From engaging users from their first visit to your website, implementing creative in-store strategies to providing easy post-purchase experiences – adopting a consent and preference management strategy can help you capitalize on that opportunity.

Getting started now is paramount. Taking a wait-and-see approach will only diminish your capacity to market to customers and monetize interactions. 

How can you navigate these challenges to build trust with customers?

Retailers interact with customers across physical and digital properties with numerous data collection points. These include requesting consent and preferences at the first website or in-store visit, tracking nurture activities and post-purchase interactions, and storing purchase data, history, and payment methods.

To effectively manage this data collection, you need to understand how various regulations define consent. One size does not always fit all. The EU General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA) on January 1, 2023—are the most prominent privacy laws and regulations governing how companies should handle customer data. It’s important to keep track of the applicable regulations for your business and ensure that your processes address any possible nuances that are present.  

Here’s some ways below that your business can generally cover its compliance bases: 

  • Give consumers a clear opportunity to provide their consent, whether it be an opt-in or opt-out form
  • Keep a clear record of consumers’ consent, including how they consented, for what purposes, and when
  • Be transparent about why your company is collecting data, e.g., for personalized recommendations
  • Always include a link to your Privacy Notice in your CMP
  • In addition to informing your customers about the purpose of data collection, share the scope, i.e., what data will be collected
  • Ensure that you set up your cookie banner or CMP correctly to honor consumers’ requests completed through their browser settings, such as using Global Privacy Control (GPC)

While achieving compliance is critical, providing a simple way for customers to navigate consent and preference management processes is also essential. Include a simple explanation of who is processing the data, what data is being processed, and why it’s being processed. This information can be instrumental in helping customers understand the value they will receive, increasing the likelihood of them sharing data.

Harness the value of collected data for preference management-based marketing

Personalized experiences are the future of retail. They require the effective use of collected data to develop customized campaigns that are non-intrusive and valuable for customers. 

Cookie banners are the first step towards this. Most often, when a visitor hits your website for the first time, they are considered “unknown”, meaning they haven’t interacted with the brand before and the brand likely doesn’t have an identifier to validate who the individual is. A cookie banner, also known a consent management platform (CMP), allows an individual to opt-in or out of purposes such as advertising and analytics, while also educating them about how and why their data is being collected.  

Once your CMP is up and running, the next step is to evolve your program to implement a full end-to-end consent and preference management system. What’s the difference? Moving from basic CMP to a modern consent and preference management solutions enables responsible data acquisition and activation. It enables businesses to collect and connect the dots between consent, preferences, and durable identifiers such as email addresses, collected across a range of user journeys. This data is then integrated and activated across your business, leveraging pre-built integrations and connectors to enforce and govern consumer privacy decisions. This allows businesses to focus on driving data-driven innovation while automating the compliance elements of data capture and activation. 

Here are three ways you can meet evolving customer expectations for personalized experiences:

  1. Design a CMP for unknown consumers to opt-in or out of tracking or advertising purposes, and a preference center for identified individuals that promotes engagement by inviting customers to choose communication frequency, indicate product interest, select communication channels, and more.   
  2. Extend initial engagement into brand loyalty by consistently delivering relevant and timely communications about products that interest them. 
  3. Keep track of your data to maintain high levels of engagement by ensuring customers get the most personalized, relevant, and valuable experiences with your brand.

Sharing this data with your marketing tech stack and activating this consented data through first-party data strategies is how consent and preferences can bring the most value to your organization and your organization. 

Design an effective consent and preference strategy for the retail journey 

Developing your consent and preference strategy requires analyzing how consumers interact with your brand throughout their journey and identifying how to deliver the best possible experience. To ensure consistent customer experiences and delivery of personalized marketing campaigns, you must aggregate data collected from websites and in-store visits into a single repository. Here’s a look at how you can engage with customers across four stages of the retail journey: 

  • Initial website visits should provide a seamless, privacy-first experience that offers transparency and assures value in exchange for sharing data. At this point, users are generally “unknown” as it’s their first interaction with your brand – and should clearly have the ability to opt-in or out of their data being used for analytics or targeted advertising. The website should emphasize the purpose of data collection and that you will only use this data to help enhance customer interactions with your brand
  • Initial in-store visits may be the first touchpoint, making this an opportunity to obtain a customer’s purpose-based consent to receive emails or SMS for promotions and special offers. If it follows a website visit, offer the option to opt-in to a loyalty program when they make a purchase. At this point, users are considered “identified”, as they’ve provided information such as their phone number or email address to identify them in your database. 
  • Nurturing relies on the most current preference center data and begins after someone visits a website or physical store or makes a purchase. Update the preference center data for frequency, format, or communications content based on multiple visits to a specific product page, in-store visits, or after a purchase. Notably, allowing subscribers to use the preference center to “opt down” into less frequent communication can reduce total unsubscribes.
  • Post-purchase communications include marketing messages around similar or complementary products, or service-related information about delivery updates and billing. These types of communication do not require consent, as they are considered “legitimate interest.” 

Create personalized touchpoints encouraging customers to interact with the preference center to help build loyalty, lower opt-out rates, and keep customers engaged with your brand for initial sales and product add-ons. Doing this also strengthens compliance with data collection, privacy, and protection regulations, helping avoid penalties and fees. 

How can a consent and preference management system help?

Each stage of the consumer journey requires specific types of communication from retailers. Customers must provide their consent and indicate preferences for what communications they’d like to receive and how. Further, companies need a way to automate and streamline how they comply with data privacy and protection laws. When companies deploy a consent and preference management system, they can expect to see an impressive ROI. In 2022, the estimated ROI for consent and preference management was just over $46 for every $1.21 spent.

 Deploying a consent and preference management system provides retailers with numerous benefits:

  • Build trust and provide mutual value exchange by providing a way for customers to set communication preferences. 
  • Automate communications at each stage of the consumer journey to reduce manual work. 
  • Provide purpose-based transparent data privacy, security, collection, and usage information to build trust and support compliance. 
  • Deliver relevant content, products, services, and offers to various audience segments. 
  • Ensure a uniform experience across multiple channels and devices with defined in-app experiences compliant with Google’s and Apple’s data collection declaration requirements. 
  • Integrate with other marketing platforms to maximize the effectiveness of first-party and zero-party data when building out consumer profiles. 
  • Curate re-marketing efforts with social media channel integrations.

Learn more about OneTrust Consent and Preferences

OneTrust Consent and Preference Management helps companies use customer data to drive personalization, segmentation, and higher-performing campaigns. Real-time dashboards and analytics inform customers how to measure, report, and improve data-driven decision-making.

Learn more about how you can meet compliance requirements while building consumer trust and loyalty in retail with the white paper – Transform retail experiences: Building trust in the age of modern privacy.


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Watch this on-demand webinar to gain an overview of what Global Privacy Control (GPC) is, the benefits of the signal, and how it works.

October 30, 2022

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Checklist

Consent & Preferences

8 steps to Quebec Law 25 compliance

Read our checklist to learn how to stay on top of Quebec Law 84, which introduces many new measures to Canada’s privacy landscape.

October 19, 2022

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Webinar

Consent & Preferences

Preparing for GPP & MSPA: An overview from IAB and OneTrust

Watch this webinar to learn about the Global Privacy Platform, Multi-State Privacy Agreement, and how OneTrust’s CMP will support the upcoming framework.

October 17, 2022

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eBook

Consent & Preferences

How to build trust and value privacy with a consent management platform eBook

In this eBook, you'll learn about regulatory requirements, the tech industry's role in consent management, and best practices for setting up a CMP.

September 30, 2022

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Webinar

Consent & Preferences

Mitigating US privacy risk across marketing campaigns

Understand the marketing operational impact of these newly expanded US consumer rights and learn how to automate consumer rights request fulfillment.

September 28, 2022

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Webinar

Consent & Preferences

Privacy-driven marketing trends: Analytics, AI, and Adtech updates

Watch this on-demand webinar to gain insight into regulatory and tech trends on the horizon, including Google Analytics, AI, IDFA, IAB TCF, and more.

September 19, 2022

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eBook

Consent & Preferences

The guide to US privacy for marketing and advertising

In this eBook, we will highlight US Privacy guidelines, and explain how you can get prepared for these newly expanded US consumer rights.

September 13, 2022

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White Paper

Consent & Preferences

Transform retail experiences: building trust in the age of modern privacy

Download our white paper to learn how to use data effectively and develop strong customer relationships with a consent and preferences strategy.

September 12, 2022

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Infographic

Cookie Consent

10 tips to master cookie consent

Download our infographic and learn how to create a Consent Management Platform that meets compliance requirements, maximizes opt-ins, and builds trust. 

September 12, 2022

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Infographic

Consent & Preferences

Why consent and preference management?

View our infographic on consent and preference management and learn the value it brings to your organization.

September 08, 2022

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Webinar

Consent & Preferences

Fireside chat: A modern marketer’s approach to privacy & data

Learn the challenges and opportunities marketers face to deliver personalized experiences while remaining compliant with global privacy requirements.

September 08, 2022

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Resource Kit

Consent & Preferences

Your marketer’s masterclass resource kit

OneTrust has created a range of resources to help marketing teams take a privacy-first approach that turns consumer trust into a competitive advantage.

September 06, 2022

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Webinar

Consent & Preferences

Fuel campaigns with consented earned data ahead of cookieless a world webinar

Watch this on-demand webinar to learn why you should center your marketing strategy around consented earned data to fuel business growth.

August 22, 2022

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Webinar

Consent & Preferences

Bringing privacy and consent to your marketing stack

This webinar deeply explores how automated integration takes the guessing out of compliant marketing activation and discovers the value of consent signaling.

August 22, 2022

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Webinar

Consent & Preferences

Embark on your trust journey with Consent and Preferences

Join this interactive webinar to learn how consent and preferences help build trust across all your marketing channels and ensure you respect privacy rights.

August 22, 2022

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Webinar

Consent & Preferences

Preference Management: Power up omni-channel experiences

Join this webinar to learn how to expand beyond obtaining customer consent to preferences that enhance relationships between your audience and your brand.

August 21, 2022

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Infographic

Consent & Preferences

Build trust by honoring privacy

In this short guide, you’ll learn how to build a marketing strategy that delivers on customer expectations while maintaining compliance with global privacy laws.

August 19, 2022

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eBook

Consent & Preferences

Mastering first-party data: The complete playbook for marketers

This guide outlines everything you need to know to build optimal consumer experiences using first-party data, such as how and where to collect first-party data.

August 10, 2022

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Infographic

Consent & Preferences

How to transform healthcare marketing and increase business growth

Download this free infographic to learn how to transform healthcare marketing and grow sales by delivering trust-centric experiences.

August 08, 2022

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White Paper

Cookie Consent

Succeeding in a privacy-first world with Alex Cash

In this white paper, discover strategies for data collection to further business goals and how to prioritize data while ensuring the best customer experience.

August 03, 2022

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Webinar

Consent & Preferences

Google Play Apps: How to follow data safety requirements

Watch this on-demand webinar with OneTrust Mobile App experts to understand Google Play's specific requirements and the benefits of data transparency.

July 19, 2022

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White Paper

Consent & Preferences

The business value of consent and preferences

Download our whitepaper to learn about a case study from OneTrust on how we transformed the consent and preferences engine of a Fortune 500 company. 

June 28, 2022

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Infographic

Consent & Preferences

Google Play Data Safety vs. Apple Privacy Nutrition Label

This infographic will review Google Play Data Safety versus Apple Privacy Nutrition Label's similarities and differences regarding privacy standards.

June 28, 2022

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Webinar

Cookie Consent

Powering game-changing experiences Ahead of a cookieless world

Watch this webinar with mParticle and OneTrust to gain guidance for preparing for a cookieless world and opportunities to future-proof your database.

June 26, 2022

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Webinar

Consent & Preferences

How to drive enhanced marketing & CX campaigns through trusted data use

Join Oracle & OneTrust to learn how to drive enhanced, privacy-centric personalization in marketing & CX campaigns through trusted data use.

June 14, 2022

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Webinar

Consent & Preferences

Keep customer trust: Manage & automate your consent compliance & data governance

Watch our webinar to learn how to set up a strong consent compliance and governance strategy to achieve privacy-first data capture, distribution and activation.

June 08, 2022

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Webinar

Consent & Preferences

Consent, preferences & first-party data

Learn how incorporating strategic consent & preference management into your business strategy can help build customer trust.

May 26, 2022

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eBook

Consent & Preferences

Global Privacy Control & OneTrust

Watch this on-demand webinar to gain an overview of what Global Privacy Control (GPC) is, the benefits of the signal, and how it works.

May 05, 2022

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Consent & Preferences

The Digital Privacy Experience newsletter

The Digital Privacy Experience Newsletter is a weekly digest on cookies, consent management, preference management, & building customer trust.

May 01, 2022

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Webinar

Consent & Preferences

Data distribution: Integrating consent & preferences into MarTech & business systems

Watch this webinar to learn how to boost your integrated marketing performance with consent & preferences in CRMs, CDPs & marketing automation systems.

April 29, 2022

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Webinar

Consent & Preferences

Google Play Data Safety: What it means for your Android apps

Learn how to prepare for the Google Play July 20th, 2022 deadline to comply with its new data transparency requirements for Android apps.

April 28, 2022

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Webinar

Consent & Preferences

Modern data transparency in apps & TVs: Building trust with multi-device users

Learn how to incorporate consent and privacy strategies to deliver transparency and choice to multi-device users in applications & TVs.

April 27, 2022

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Webinar

Cookie Consent

How marketers can adapt to a post-cookie world with OneTrust's Alex Cash

Learn how marketers can get ahead of a post-cookie world from Alex Cash, Director of Strategy, OneTrust & ExchangeWire's CEO Ciaran O'Kane.

April 06, 2022

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Webinar

Consent & Preferences

Consent governance: moving from chaos to control via data intelligence

Learn how to set up a strong consent governance strategy to achieve privacy-first data capture, distribution and activation.

April 04, 2022

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Webinar

Cookie Consent

How to prepare for the crumble of third-party cookies

Learn everything you need to know to prepare for the deprecation of third-party cookies from eMarketer & OneTrust in this on-demand webinar.

March 30, 2022

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Webinar

Consent & Preferences

Web, mobile, ctv: enhancing consumer trust in the omni-channel world

Learn how to leverage consent and preference management and cement consumer trust in your data protection practices.

March 28, 2022

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Webinar

Consent & Preferences

How to build solid digital relationships to foster trust

Join this fireside chat with OneTrust and Oracle to gain insight into how to honor privacy choices to build trust.

March 07, 2022

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Webinar

Consent & Preferences

OTT and CTV Liftoff: A deep dive into delivering personalized experiences to streamers

Learn how to incorporate consent and privacy strategies to deliver personalized experiences to streamers on OTT applications & CTV platforms.

March 06, 2022

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Webinar

Consent & Preferences

Digital Privacy Experience Summit

Sign up for the Digital Privacy Experience Newsletter and get weekly updates on global regulations and best practices for compliance. 

February 22, 2022

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Webinar

Consent & Preferences

Prioritizing data transparency: A critical ingredient in trust, loyalty and ROI

Learn how can you prioritize data transparency and share openly with consumers in order to build trust, gain loyalty and improve ROI.

January 02, 2022

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Webinar

Cookie Consent

The crumble of third-party cookies: How to prepare in 2022

Learn how your organization can leverage smart preference management to overcome the deprecation of third-party cookies.

January 02, 2022

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eBook

Consent & Preferences

Build trust and value privacy with a consent management platform

Read this eBook to learn how leveraging a consent management platform builds customer trust and helps you comply with global privacy regulations. 

October 28, 2021

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Webinar

Consent & Preferences

Google consent mode & OneTrust CMP

Learn the benefits of using Google Consent Mode with the OneTrust CMP (Cookie Consent) to balance compliance and marketing objectives.

October 27, 2021

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Webinar

Privacy Management

CCPA, CPRA, and Global Privacy Control: Moving toward a more private web

Watch this webinar to learn about Global Privacy Control (GPC), how it centralizes user opt-out preferences, and streamlines compliance with CCPA and CPRA. 

September 08, 2021

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Webinar

Consent & Preferences

Navigating a complex framework: IAB TCF 2.0 upgrade checklist

Watch this webinar where we cover the complexity the IAB TCF 2.0 framework and providing a checklist to help you navigate your migration.

July 21, 2021

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Webinar

Consent & Preferences

IAB TCF 2.0 deep dive: Overview, terminology, resources

Watch this webinar for a deep dive into the IAB TCF framework and what's new in the second version.

July 20, 2021

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Video

Consent & Preferences

OneTrust Consent & Preference Management demo

Watch this demo video to learn how OneTrust Consent and Preference Management Cloud streamlines the consent lifecycle and accelerates fulfillment. 

October 24, 2020

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Webinar

Privacy & Data Governance

Canadian regulatory overview

This webinar series will highlight the implications of Bill 64 for Canadian companies and advise how to maintain programs aligned to the Law's requirements.

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Webinar

Consent & Preferences

Marketer’s masterclass for privacy and personalization

The marketer’s masterclass for privacy & personalization addresses the challenges businesses face in 2022 and how to turning trust into a competitive advantage.

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