In today’s rapidly evolving retail landscape, the value of customer data has never been higher. As traditional revenue streams face pressure from shifting consumer behaviors, rising costs, and the decline of third-party cookies, forward-thinking retailers are turning to their most underutilized asset: first-party data. By leveraging Customer Data Platforms (CDPs), retailers are not only enhancing marketing effectiveness but also unlocking entirely new, high-margin revenue streams through data monetization and retail media networks.
Retailers have long collected vast amounts of data across in-store transactions, e-commerce, loyalty programs, and digital touchpoints. Historically, this data was used primarily to improve internal operations or personalize marketing. However, the landscape is changing. Consumer Packaged Goods (CPG) brands and other partners are eager to access high-quality, privacy-compliant data to reach shoppers more effectively. This demand has given rise to retail media networks—platforms that allow retailers to offer targeted advertising and actionable insights to partners, directly at the point of sale and across digital channels.
The shift is profound: instead of relying solely on product margins, retailers can now generate non-linear, high-margin revenue by monetizing their data assets. This approach not only diversifies income but also strengthens relationships with CPG partners and enhances the overall customer experience.
At the heart of this transformation is the Customer Data Platform. A modern CDP unifies data from every customer touchpoint—online and offline—creating a 360-degree view of each shopper. This unified profile enables advanced segmentation, predictive analytics, and real-time personalization, all of which are essential for both marketing activation and data monetization.
Key capabilities of a robust CDP include:
Leading grocers and supermarkets are already realizing the benefits of data monetization through retail media networks powered by CDPs. For example, a major U.S. grocery chain partnered with Publicis Sapient to build a custom omnichannel retail media network. By integrating data from multiple banners and touchpoints, the grocer was able to offer CPG partners targeted advertising opportunities and actionable insights, resulting in a fundamental shift in their revenue model. The impact was immediate and significant:
Another leading supermarket chain built a retail media network that provides trust, transparency, and a higher return on ad spend for CPG vendors. By unifying data across devices and activating audiences in real time, the retailer created a high-demand product for partners and a high-margin, non-linear revenue source for itself.
While grocery has led the way, the opportunity extends to all retail sectors. Specialty retailers, department stores, and even pharmacies are leveraging CDPs to:
To fully capitalize on data monetization, retailers must:
The move to in-house data platforms and CDPs delivers more than operational efficiency. It empowers retailers to:
As the digital-first era accelerates, retailers who embrace data monetization will gain a decisive competitive edge. By leveraging CDPs to unify, activate, and monetize customer data, they can unlock new revenue streams, deepen partner relationships, and deliver the personalized experiences today’s consumers demand.
Publicis Sapient stands at the forefront of this transformation, helping retailers design and implement the platforms, strategies, and partnerships needed to thrive in the new data economy. The future of retail is not just about selling products—it’s about harnessing the power of data to create value for customers, partners, and the business itself.
Ready to unlock new revenue streams with your customer data? Connect with Publicis Sapient to discover how a modern CDP can power your next wave of growth.