First-Party Data in FMCG
The Arber Garden, 1 Pearson Square, London W1W 7EY
London
Summary
Is it time to know your consumer?
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.
Over dinner, we’ll discuss:
- Acquisition at scale - costs and benefits
- D2C consumer relationships - transactional, subscription and more
- Data sharing for consumer benefit
AGENDA
Venue
The Arber Garden, 1 Pearson Square, London W1W 7EY
Introducing The Arber Garden: A fresh addition to the dining scene, nestled next to the breath taking Fitzrovia Chapel. This establishment draws inspiration from the renowned botanist and philosopher Agnes Arber. The Garden Room is a radiant space filled with natural sunlight, promising guests a bright, airy, and roomy atmosphere to enjoy whilst tasting their delicious menu.
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