The retail and consumer packaged goods (CPG) industries are undergoing a seismic shift. As third-party cookies disappear and privacy regulations tighten, brands are reimagining how they connect with customers—across physical, digital, and now, metaverse touchpoints. The next frontier of personalization is being built on a foundation of first-party data, privacy-first collaboration, and advanced technology like clean rooms and customer data platforms (CDPs). This new data infrastructure is not just a compliance necessity; it’s a strategic enabler for seamless, personalized experiences that drive measurable business outcomes in both the real and virtual worlds.
For years, retailers and CPGs relied on third-party cookies and data management platforms (DMPs) to target, acquire, and personalize at scale. But with browsers phasing out third-party cookies and regulations like GDPR and CCPA raising the bar for data privacy, the old playbook is obsolete. Brands now face “signal loss”—a reduction in the data available for audience targeting and measurement. The solution? A pivot to first-party data and privacy-safe data collaboration.
Clean rooms have emerged as a critical technology in this new landscape. These secure, privacy-compliant environments allow brands and partners (such as retailers, publishers, and platforms) to match and analyze data without exposing raw customer information. Clean rooms enable:
When paired with robust CDPs, clean rooms empower brands to unify, enrich, and activate customer data—fueling next-generation personalization across every touchpoint, including the metaverse.
The metaverse is rapidly evolving from a buzzword to a business reality. Retailers and CPGs are experimenting with immersive 3D environments, digital goods, and virtual storefronts on platforms like Roblox, Decentraland, and Fortnite. These environments are not just for brand-building—they are new channels for commerce, loyalty, and customer engagement.
Personalization in the metaverse requires a new approach to data:
Clean rooms and first-party data strategies are the connective tissue that make this possible. By securely linking data from physical, digital, and metaverse interactions, brands can deliver contextually relevant experiences—whether it’s a personalized avatar outfit, a virtual event invitation, or a real-world product recommendation triggered by metaverse activity.
A leading QSR brand leveraged a clean room solution to unify first-party data from app, loyalty, and in-store transactions. By collaborating with media partners in a privacy-safe environment, the brand was able to:
This approach drove double-digit growth in digital engagement and a measurable increase in loyalty program participation.
Buxom, a beauty brand, launched the Plumpverse—a metaverse experience designed to amplify brand values and engage Gen Z consumers. By integrating first-party data from digital campaigns, social media, and metaverse interactions, Buxom:
The result was a deeper, more authentic relationship with fans, increased brand loyalty, and a platform for ongoing innovation.
A major pharmacy retailer implemented a CDP and clean room strategy to unify customer data across online, in-store, and mobile channels. This enabled:
The chain saw a projected 5–7% increase in total revenue and improved customer satisfaction scores.
The future of retail and CPG personalization is being shaped by the convergence of first-party data, privacy-first collaboration, and immersive digital experiences. Clean rooms and CDPs are not just technical solutions—they are strategic enablers for:
As the metaverse matures and privacy expectations rise, brands that invest in the right data infrastructure and partnerships will be best positioned to lead. The winners will be those who treat data not just as an asset, but as the foundation for meaningful, value-driven relationships—wherever the customer journey goes next.
Ready to transform your personalization strategy for the metaverse era?
Publicis Sapient helps retailers and CPGs design, build, and scale privacy-first data ecosystems that power next-generation customer experiences. Connect with us to learn how we can help you unlock the full potential of clean rooms, first-party data, and the metaverse.