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Retailers lean into loyalty programs as privacy regulations ramp up

Retailers are seeking to attract loyalty — by first attracting first-party data

An influx of regulatory activity focused on protecting consumer data privacy comes as the curtain falls on third-party cookies. These challenges, in combination with the rise in direct-to-consumer (DTC) competitors, have created new hurdles for retailers when it comes to reaching target consumers and maintaining customer loyalty. The players who will come out on top, according to experts, are those who can adapt to changing consumer behavior and offer real value in exchange for first-party data.

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