In a recent interview with Tim Inkelbarger, senior editor, and Michael Arsenault from Bridg, the two discussed how convenience retailers can identify and build profiles on their non-loyal shoppers through payment identity.
"Many C-Store retailers will say, 'We've got a 5% attachment or scan rate or up to 40%.' But that still leaves anywhere between 60% to 80% of your customers that interacted with your store but are not part of your first-party data," Arsenault said in the podcast.
Bridge's data enrichment technology allows convenience retailers to identify shoppers who don't participate in loyalty programs by creating first-party data profiles through payment identity. When customers make purchases at stores like Cumberland Farms or 7-Eleven without joining loyalty programs, the technology can still identify them through their debit or credit card transactions. It effectively augments traditional loyalty programs by helping retailers build comprehensive customer profiles that include both their known loyalty members and previously unidentified shoppers, Arsenault said.
In the interview recorded live at CSP's Retail Media Network Forum, Arsenault also discussed how regional retailers can compete with giants like Walmart and Amazon for national advertising budgets by combining their customer data resources.
Watch the entire conversation above.
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