First-Party Data in FMCG

After 40 years of Broadcast branding and 3rd party retail - the time seems to be right for FMCG brands to truly embrace a 1st party relationship with the consumer.

For some FMCG brands a d2c eCommerce relationship might be appropriate, but meanwhile we are hearing of brands such as Dr Oekter, Pepsico and J&J leaning in hard to 1st party consumer data and the potential rewards that it brings. 

Driven by a unique conundrum to do with “ownership” of the consumer, brand-owners need a 1st party strategy, and fast. Changes in media consumption mean that digital first media programs are the norm, but add to that the direct digital relationship between Supermarkets and consumers - and you get the very real threat for big brand FMCG that their “loyal” consumers might be hijacked.

At our autumn dinner we will discuss this 1st party relationship in all its forms, starting with acquisition through to multi-channel consumer relationships and the data strategies that are needed to get there.