How To Create Personalized Shopping Experiences for a Zero-Party Data Strategy

It’s no secret that evolving data privacy rules and the (slow) phase-out of third-party cookies have made it more challenging for brands to connect with customers.

But research has shown that creating personalized shopping experiences is worth the effort. According to the Boston Consulting Group, leaders in personalization grow revenue 10 percentage points faster, and enjoy higher customer satisfaction scores, than laggards. 

Gathering zero-party data simplifies this process for brands. 

Unlike first, second, or third-party data, zero-party assets are provided voluntarily by customers with the express intention of helping brands build a better, more personalized shopping experience. 

But zero-party isn’t enough on its own. Instead, it should be part of a larger ecommerce strategy that leverages multiple approaches to create a customer-first approach. Here’s how.

What Is Zero-Party Data?

Zero-party data is information that customers voluntarily provide to your brand. This sets it apart from first-party data, which is customer data collected by your brand.

The difference is in the details — “provided” vs “collected.” Collected data is obtained with permission. For example, you might track user behavior on your website to pinpoint popular product pages. 

Provided data is supplied directly to your brand by customers. Common types of zero-party data include customer accounts or loyalty program memberships, post-purchase surveys, and customer reviews.

First-party data is useful for mapping operations: What are consumers doing? Zero-party data tracks intentions: What do customers want? 

Why Are Shoppers Willing To Share Zero-Party Data?

Zero-party data is inherently personal, so why are shoppers willing to share this information with digital brands? They want personalized product recommendations. 

According to Salsify’s “2025 Consumer Research Report,” 34% of shoppers say they’re willing to share zero-party data with brands because they get a personalized shopping experience in exchange. 

These experiences are crucial for engaging consumers and keeping them coming back. Consider the rise of “showrooming” and “webrooming” — scoping out products in-store only to buy them online, and vice-versa.

Salsify data reports that 63% of shoppers now showroom, and 67% of shoppers webroom. Why? Because in both cases, it’s difficult to determine if they’re getting the best value for their money, either online or in-store. 

While prices may seem reasonable and quality may appear reliable, the generic and impersonal nature of many sales tactics leave shoppers feeling unsure.

Personalized product recommendations change the game. If brands can demonstrate that they understand their customers — their needs, wants, and communication preferences — they can create a reciprocal relationship based on mutual trust. In practice, this means customers are more likely to buy from brands that know who they are and don’t just treat them like another dollar. 

Willingness to share zero-party data varies by gender and age. While 47% of men find data-driven shopping experiences valuable, just 22% of women say the same. Generationally, millennials lead the way, with 37% opting in, while only 27% of baby boomers do the same.  

Which Zero-Party Data Collection Strategies Are Most Effective? 

Several zero-party data strategies are common. The most effective approach for your brand depends on your current market reach, sales goals, and budget. 

Potential options include:

• Interactive quizzes
• Surveys and polls
• User account creation
• Production recommendation tools
• Post-purchase feedback and reviews

Beauty company Sephora offers an example of zero-party data collection in practice. Customers can join the Beauty Insider reward program, which gives them points on each purchase that can be redeemed for discounts. Zero-party customer data — including their contact information and purchase information — is stored in Sephora accounts.

Image source: Sephora 

Another example is Watch Gang, a subscription service that sends account members a new watch every month, quarter, or six months. When customers first create their account, they’re asked to fill out a survey that helps pinpoint their personal watch style; products are then selected and shipped based on this feedback. 

Image source: Watch Gang

Best Practices for Zero-Party Data Collection and Use

Trust is the foundation of zero-party data provision. If customers don’t trust your brand, they’re far less likely to share data, even if it means an improved shopping experience. To ensure shoppers feel safe, seen, and respected, follow these best practices.

Prioritize Privacy

Customers expect data privacy. Compliance regulations require it. Any brand that collects zero-party data must ensure it remains private and secure, both to avoid regulatory violations and build customer trust.

Start with the basics. Use strong encryption for all stored customer data, and deploy solutions such as multi-factor authentication to reduce the risk of unauthorized access.

Ensure Transparency

Zero-party data is provided intentionally and with a clear mandate for use. Brands must be equally transparent when receiving this data: What’s being collected and why? How will data be used, stored, and secured? Where will it live, and when will it be deleted?

Operate in Omni

It’s not just about omnichannel anymore. Omnivolume also matters.

Consider the rise of ambient shopping, which occurs when customers purchase while engaged in another activity, such as scrolling social media. Today, 69% of shoppers have participated in ambient shopping, according to Salsify research.

From a consumer perspective, this channel is low volume. It exists in the background as they go about other tasks.

On the other side of the spectrum are live-stream shopping experiences. This is like turning up the channel volume and giving it your full attention: The stream is entirely dedicated to showcasing products and making purchases. 

According to Salsify data, 35% of shoppers have now purchased a product from a live stream shopping event, such as TikTok LIVE or Instagram Live Shopping.

How To Turn Zero-Party Data Into Personalized Shopping Experiences

Zero-party data is most effective when applied as part of a larger ecommerce strategy. While improved knowledge of customer preferences always benefits your brand, this information can translate to improved conversion and increased customer loyalty when leveraged in tandem with other efforts.

Want to effectively integrate zero-party data? Remember the ABCs:

Act on AI

Artificial intelligence (AI) is changing the way consumers discover and research products. According to Salsify’s “Ecommerce Pulse Report: Q4 2025,” 64% of shoppers now use AI shopping tools as part of their purchase journey.

In some cases, consumers may not even realize they’re using AI. For example, the summary now listed at the top of Google search pages is AI-generated based on the most reliable and authoritative sources, and often serves as a jumping-off point for customers.

For brands, this requires a shift from search engine optimization to generative engine optimization (GEO) that helps content stand out to AI-enabled search engines. Better GEO means more users on websites and more zero-party data to leverage.

Build Better Product Pages

The top two reasons customers abandon purchases are inconsistent product information (54%) and incomplete or poorly written product titles or descriptions (53%), according to Salsify consumer research.

This means that if brands use zero-party data to find product and purchaser matches, but send customers to product pages that are inconsistent and inaccurate, they still lose the sale. Here, a combination of skilled marketing teams and AI tools can help polish content until it gleams. 

Create Consistent Communications 

Trust requires maintenance. For brands, this often takes the form of communication. Consider that 69% of consumers say they trust brands with positive reputations, and 61% trust those with excellent customer service, according to Salsify consumer research. 

These functions depend on communications consistency — i.e., how brands are presented, how staff interact with customers, and how businesses follow up. More consistent communications make consumers more inclined to share zero-party data. 

Let’s Get This Party Started

Zero-party data offers insight into consumer intention, making it an invaluable resource for improved customer service, enhanced audience targeting, and increased sales volumes.

Trust helps get this party started. Clear, consistent, and transparent actions keep it going, and the use of new solutions, such as AI search, make it one to remember.