First-Party Data
First-party data is information a business collects directly from its own customers through its own channels. For a grocer, it includes purchase history, basket contents, loyalty activity, website and app behavior, and stated preferences, gathered with the customer's consent rather than bought from outside sources.
Why it matters
As third-party cookies decline and marketplace fees rise, data a grocer owns becomes a competitive advantage. Selling through its own website and app, rather than only through a grocery marketplace, means the retailer keeps the customer relationship and the insight that comes with it. Learn how a branded grocery app from Wave Grocery keeps that relationship with the retailer.