Unlocking Retail Success: How Customer Data Platforms are Driving Growth

Antonio Grasso
3 min readJun 30, 2023

Article in partnership with SAS.

“The secret of change is to focus all your energy not on fighting the old, but on building the new.”

As Socrates’ words continue to echo through the ages, they resonate now, more than ever before, in the dynamic world of retail. Amidst a sea of radical change — driven by digital innovation, privacy concerns, and shifting shopping behaviors — the ability to embrace change and construct a new retail landscape is becoming the key to success.

But where do these insights originate, and how can they be translated into tangible actions? To find answers, let’s delve into a thought-provoking industry study: the SAS report, “The Path to a Single Customer View: A CDP Guide for Retail and CPG.”

Beyond offering a panoramic view of the current retail dynamics, the report shares insights into emerging trends. Ultimately, it reveals that the greatest challenge lies in building a fresh approach to customer interaction by harnessing the power of a single view, with customer data platforms (CDPs) serving as indispensable tools in achieving this goal.

Navigating the Evolving Retail Landscape: Adapting Business Models to Address Privacy Concerns and Changing Shopping Behaviors

The shifting landscape of shopping behaviors and the omnipresent challenges of privacy necessitate a thorough re-evaluation of traditional business models. Rising inflation, privacy concerns, and the demand for hybrid engagement models are reshaping the way consumers shop. Privacy, in particular, has emerged as a paramount issue — one that has called for evolving regulations, customer data collection processes, and a departure from third-party cookies. This is further compounded by the rise of native privacy apps.

Revolutionizing Marketing: Harnessing the Power of CDPs for Hyper-Personalization and Multi-Channel Success

In response to these formidable challenges, retailers are revamping their business models and embarking on hyper-personalization strategies and omnichannel offerings. In this transformative scenario, dynamic software platforms are fostering the creation of a “single customer database” accessible to other systems. Though originally designed to handle tasks such as data ingestion and identity management from various sources, CDPs have evolved into powerful instruments that transcend mere data…



Antonio Grasso

Author, technologist, sustainability advocate | FRSA | B2B digital creator & influencer | Founder & CEO @dbi.srl