The retail industry has gone through and continually going through massive transformation. 

From digital to omni-channel to retail media – it is a rapidly moving space. Retailers in particular, have a high level of people that remain anonymous as they browse their digital shopfronts. With the removal of third-party cookies, they have lost visibility on these anonymous users. 

This has resulted in an increased focus on first-party data collection and using this to power personalisation initiatives.  Most businesses have focused loyalty programs and on the need for a Customer Data Platform (CDP) but these do not focus on the unknown. Especially where a retail enterprise has multiple domains in their portfolio, they cannot understand the behavior of the users until (if ever) they authenticate.   

We have also seen numerous brands building out a multi-prong and multi-brand approach to capture audience share and hold brand value.  

How AdFixus Benefits the Retail Industry 

AdFixus Identity is the backbone of your identity spine. Our durable first-party ID is owned by your business and will enable you to make your audiences addressable – fuelling your first-party data initiatives that drive your personalisation, customer journey and media optimisation programmes.    

Own your data

Own your data end to end and deploy a durable ID from unknown to known and trace your business endeavours across personalisation, media campaigns and client programs. 

Engage attribution analysis to understand the ROI on initiatives in market

Cross-domain attribution

• Understand your users end to end even across domains. Many retail enterprises will be made up of multiple businesses and each having their own domain (acme-shoes.com) and then also having a second domain (acme-shirts.com) - currently your analytics team cannot track your anonymous customers as they move across these different areas of your same company.

Personalisation across the customer life cycle 

• Extend cookie windows for longer purchase decisions, optimizing personalization throughout the entire customer life cycle, including purchase funnels. 
• Personalize experiences across the entire enterprise, ensuring a tailored approach to engage customers. 

New vs Returning users

• We constantly see partners having incorrect data because of browsers re-seeding cookies every 7 days. Read our post on our findings and its implications – New vs Returning users
   

Targeting Without PII Risks 

• AdFixus empowers advertisers to connect with publishers to retarget specific audiences without relying on personally identifiable information (PII) data. Whether retargeting visitors to your website or adjusting targeting preferences, AdFixus Match  and AdFixus Stream eliminates the risks associated with exposing personal information to third parties.

Future-Proofing Against Industry Changes 

• Overcome challenges posed by Safari's Third-Party Cookies blocking and Apple's Intelligent Tracking Prevention (ITP), ensuring continued identification capabilities. 
• Stay compliant with evolving global Privacy Legislation, addressing restrictions on data, consent, storage, and sharing. 
   

Mitigating Data Breach Risks 

• In an era of heightened data breach risks, AdFixus provides a secure advertising environment, reducing the likelihood of PII data breaches and associated fines. 
   

Maximise media optimisation with AdFixus: 

• Leverage audience retargeting capabilities, connecting directly with publishers to target desired segments, audiences, and individuals. 
• Target both known and unknown users without browser or PII restrictions, utilizing the largest pool of users on your sites. 
• Reduce wastage by enabling real-time suppression of customers who have completed desired outcomes, optimizing campaign efficiency. 
• Real-time match functionality enables advertisers and publishers to optimize campaigns by qualifying individuals in and out of segments in real time. 

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Where AdFixus helps retail media networks

Targeting Audiences on Premium Publishers

One of the biggest issues is that though retailers have a significant level of authenticated users and thus PII level first-party data. Most publishers do not.

For Retail Media Networks looking to offer off-site targeting that is not just within social channels and looking to target and reach audiences that are outside of social walled gardens - this is where AdFixus comes in.

As we provide a first-party anonymous link to the largest media publishers in the Australian market. Many businesses are working with a retail media network and looking to leverage their audience and conversion data for campaign targeting to uplift sales – yet lack the link for their anonymous audiences.

Measurement and Attribution

As an example, to demonstrate:

• A spirit manufacturer wants to promote their top shelf whiskey
• They rarely advertise this directly to customers as it very hard to track and measure attribution when they do not sell directly but through retailers
• The spirit manufacturer is very interested in using the data of say a leading retailer of alcoholic brands to run campaigns on behalf of the spirit manufacturer onsite and offsite into publishers.
• These campaigns use the data available on hand to segment and create audiences to target- these campaigns push people back onto the retailer’s website where a user can buy online
• AdFixus acts as the bridge for the ID sync across the retailer media network and the premium publishers - we will provide a round trip first party reporting as the buys goes between the two sites. If the spirit manufacturer also has     first-party data to share into the RMN and then onto the publisher this can also be facilitated to increase targeting and reporting.
• As AdFixus has no degradation of data visibility from any browser we can facilitate complete end to end reporting and attribution on these campaigns from investment to sales.

See A Guide to Retail Media Networks: What They Are and Why They Matter

In the ever-evolving retail landscape, AdFixus stands as a reliable partner, offering innovative solutions to meet the unique challenges and opportunities in the industry. 

Learn more about the AdFixus Platform

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