How they want to be contacted (email, SMS, or phone)
How often they receive emails (daily, weekly, or monthly)
Pick specific product/service categories they are interested in
What type of emails do they want to get (ex. promotions, product updates, or newsletters)
Editorial.Link design the simplest preference center—customizing the consumer’s consent preferences for cookies. They provide detailed information about the cookies, and consumers can choose if they want to enable or disable some or all of these cookies.
Zero-Party Data: Editorial-Link Consent Preference
The good news is that you can personalize your preference center based on your customer behavior and preference. This is exactly how Sephora designed its beauty preference center. They base everything on their customers’ sweden telemarketing beauty traits and shopping preferences.
Zero-Party Data: Sephora Preference Center
They use a collapsible section to avoid overwhelming customers with too much information. They also add colors and relevant icons/images for each option to make choices clear and simple.
After customers complete their preferences, Sephora provides personalized product recommendations and other relevant offers to match their beauty needs and interests. Using preference center data can help you make inventory choices like identifying which products are likely to sell. To enhance your preference center’s user experience, make sure to apply the following:
Make it easily accessible and intuitive
Avoid providing customers with too many options
Inform customers that they can change their preferences anytime
III. Implement Live Chats
79% of customers prefer live chat because it provides instant responses. It allows them to ask customers for permission to send marketing emails. If customers are engaged during the conversations, they’re more likely to give explicit consent right away.
Hyperise is an excellent example of incorporating live chat into its zero-party data strategy. To start a conversation, they require customers to input first their email addresses so that they collect valuable data right from the start.
Zero-Party Data: Hyperise Live Chat
The brand designed its live chat with a one-click opt-in option to make the process quick and easy. They also use proactive responses like “Can I help you with anything today?” to keep the conversation flowing. To make sure they can assist their customers at any time, they integrated their live chat with a chatbot.
Respond to customer inquiries in 40 seconds or less (1 minute is still acceptable)
Be honest about why you are asking for consent (ex. promotions, product updates)
Ask for permission when customers are actively engaged and satisfied with the assistance you’ve provided
IV. Engage Through Social Media Channels
Over 65% of consumers expect brands to reply to them through social media channels. Mostly because social media provides an interactive space. You can ask questions, host quizzes, or run polls, which encourage consumers to interact and share their feedback, opinions, and preferences.
SEO Pilot, an SEO AI writer, took another approach—they created a FaceBook Community Group. A community group builds a sense of belongingness, which helps consumers feel more comfortable sharing their preferences, needs, and feedback.
Zero-Party Data: SEO Pilot FaceBook Community Group Join Form
Before someone can join the community group, they are required to provide their email address and select which role best describes their interest or profession. This will help the admin team personalize their interaction with you. They will also understand what products to recommend or exclusive deals to offer.
When you run a social media group, make sure to interact with them regularly. This will help build rapport with your members, encouraging them to share more detailed data. You can also:
Host live Q&A sessions
Use hashtags to track topics and interests
Create shareable content to increase your brand’s reach
Ask open-ended questions to help you understand their needs and pain points
Engage with your members in real-time (respond to comments or answer questions)
Align targeted ads with your data collection goals (ex. Share your skincare preferences and get 20% off your next purchase)
