In today’s rapidly evolving retail landscape, data is the engine powering every meaningful customer interaction, operational decision, and growth opportunity. As privacy regulations tighten and third-party cookies disappear, retailers face a new imperative: to harness the full value of their own data—responsibly, ethically, and profitably. At Publicis Sapient, we call this approach being “dataful.”
Retailers generate up to 40 terabytes of data every hour, from online browsing and in-store transactions to loyalty programs and supply chain movements. Yet, much of this data remains fragmented and underutilized. The challenge is no longer about collection, but about unifying, analyzing, and activating data to deliver seamless, personalized experiences that drive measurable business outcomes.
A dataful approach transforms this challenge into opportunity by:
Personalization in retail has evolved from simple product recommendations to dynamic, real-time experiences that anticipate customer needs. By integrating Customer Data Platforms (CDPs) and segmentation frameworks, retailers can:
Retailers who have embraced this approach are seeing tangible results: double-digit improvements in conversion rates, significant revenue growth, and deeper customer loyalty. For example, a global retailer achieved a 2.2x increase in conversion rates and a 13% improvement in average basket value through structured experience and conversion optimization.
As privacy regulations such as GDPR and CCPA reshape the data landscape, trust has become a critical differentiator. Nearly half of consumers are unwilling to share their data unless they understand how it will be used. Retailers must:
Publicis Sapient research shows that 42% of U.S. consumers appreciate product recommendations based on their shopping history, but only when they feel their data is handled responsibly. The key is to balance personalization with privacy, ensuring that every data-driven interaction is both valuable and respectful.
Many retailers are held back by fragmented data systems and organizational silos. To unlock the full potential of dataful insights, it’s essential to:
This approach not only accelerates innovation but also enables retailers to optimize supply chains, align marketing with inventory, and respond to market shifts with agility. For example, integrating supply chain and customer data allows for smarter inventory management and targeted promotions, reducing waste and maximizing revenue.
Personalization must be both effective and ethical. At Publicis Sapient, we advocate for frameworks that ensure:
By embedding these principles, retailers can innovate confidently, knowing that their data strategies are both profitable and principled.
As third-party cookies disappear, first-party data becomes a strategic asset. Retailers can now monetize their data by launching Retail Media Networks (RMNs)—platforms that allow brands to target shoppers with relevant ads across the retailer’s digital and physical properties. These networks, powered by unified data and AI, deliver closed-loop reporting, real-time insights, and exponential revenue growth—while maintaining strict privacy controls and customer trust.
Retailers who embrace unified, dataful strategies see measurable results:
In a world where customer expectations and regulatory demands are constantly evolving, dataful customer insights are the key to sustainable growth in retail. By unifying data, personalizing ethically, and acting on insights at speed, retailers can deliver experiences that delight customers, drive profitability, and build lasting trust.
At Publicis Sapient, we partner with retailers to unlock the full value of their data—transforming insights into action and action into measurable business outcomes. Ready to future-proof your retail business with dataful customer insights? Let’s start the conversation.