If you have already created a customer club, you have obtained the consent of the members, so your communication is unchanged, which means that you can maintain a relevant dialogue with the customers regardless of whether cookies are turned off or not.
What does it mean when Google turns off “cookies”?
Privacy concerns have led to Google blocking so-called third-party cookies, which are cookies that track the traffic of all of us on the Internet. Google will no longer sell ads based on cookies from 2022, so for advertisers it’s important to find another form of communication with customers.
What does it mean for stores that need to maintain or improve customer relationships?
If you have already created a loyalty program , you have received the GDPR consent from the members, so your communication is unchanged, which means that you can maintain a relevant dialogue with the customers regardless of whether cookies are turned off or not.
If you do not have a loyalty program, it can be much more difficult to have relevant and customized communication with potential customers, as advertising opportunities are severely limited. Read more about the benefits of loyalty programs here .
Read more about the change:
- Bloomberg 5/3 2021: “ Google puts lid on cookie jar and ends an internet era “
- CNBC 3/3 2021: ” Google says it will not use new ways of tracking you as it phases out browser cookies for ads “ < / li>
What are cookies?
Cookies are small files that are created on websites you visit and that stores your search history. The information is used to adapt ads and information. Cookies can keep you logged into websites, remember your preferences, and give you customized content.
There are two types of cookies, where one type stores information on the relevant page you visit, while third-party cookies are created by other websites. These external pages own the content you see on the page you are visiting, such as ads. It is third-party cookies that will be stopped, mainly for privacy reasons.