The New Value Exchange: Why Coupons Are Now Your Best Route to First-Party Data
72% of UK shoppers will share personal data for a coupon. Here’s what a well-structured mobile coupon campaign actually captures — and what to do with it.”The deprecation of third-party cookies has pushed FMCG brands to lean harder on CRM: more sign-up prompts, more loyalty programme pushes, more gated content. But in grocery, loyalty card data stays with the retailer. A brand selling across Tesco, Sainsbury’s, Morrisons and Co-op simultaneously doesn’t own any of it — they get aggregated, anonymised sales data at best.