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Brands have been implementing cookies to track website visitors, gather data that helps target ads to the right audiences, and improve customer experiences for years. Marketers also use cookies to learn what else customers view online when they aren't on their website.

But that'll all change dramatically, with Google planning to phase out the third-party cookie by 2023. Google's original announcement indicated that "users are demanding greater privacy—including transparency, choice, and control over how their data is used—and it's clear the web ecosystem needs to evolve to meet these increasing demands."

So, if your advertising strategy relies on third-party cookies, it's time to consider alternatives. That's where Cardlytics comes in. Let's start by looking at how Cardlytics works and why we're the privacy-safe solution.

Key takeaways:

• Learn more about Cardlytics and how it works
• An explanation of how Cardlytics is a privacy-safe solution
• Learn more about how Cardlytics is your answer to the deprecation of third-party cookies

How Cardlytics works

Engage customers through targeted advertising

Cardlytics allows you to engage customers through targeted advertising in a one-of-a-kind native ad platform. We integrate ads within online, mobile, and email channels at top financial institutions in the US and UK. And the best news is that our ads only reach verified adults who actively manage their money.

That's because bots don't have bank accounts. Our ads provide real value to customers with targeting based on past purchase history. They also act as the critical tipping point for purchase.

Measure campaign performance

We also close the loop with actual transaction data. Our team measures campaign performance, reporting online and in-store sales down to the penny. Best-in-class test versus control proves the incremental sales impact of our campaigns. Results can also be independently verified by Nielsen Sales Lift Measurement.

The power of Purchase Intelligence(™)

Finally, Cardlytics customers enjoy the power of Purchase Intelligence. We have a complete view of consumer spending through our partnerships with top banks, including purchases made with your competitors. This Purchase Intelligence is foundational to everything we do—our team helps brands like yours understand where, when, and how people buy.And the best part—these are real insights from over 170M real consumers. As a result, Cardlytics has visibility into one out of every two card swipes in the US, equating to more than $3.3T in consumer spending annually. Then, we analyze the data for Cardlytics customers to develop actionable insights.

How is Cardlytics the privacy-safe solution?

User privacy has always been a part of the Cardlytics DNA. Beginning our journey as a partner to financial institutions required an intense focus on protecting sensitive data and respecting usage limits as a trusted platform.

As we've grown and expanded our product offering, we've maintained that focus on user privacy. At the same time, our team has also found unique and respectful ways to bring the insights from our expansive dataset into the hands of Cardlytics customers.

We only see a consumer as an ID number and never receive their personally identifiable information (PII). That way, absolutely no PII is transferred between Cardlytics and our partners—it's all anonymous. And the good news is that Google's announcement does not impact how we measure, report, or use cookies for performance validation.

We also use only first-party purchase data from our partners to target and serve content within our native advertising platform. As a result, Cardlytics does not require third-party information to operate our platform. In addition, we don't make our audiences available on any other medium, making Cardlytics the privacy-safe solution.

Why 3rd party cookies are a privacy issue

While brands find 3rd party cookies beneficial when it comes to targeting audiences and increasing sales, there are privacy concerns. For example, because 3rd party cookies are hosted by an ad server, consumers can’t consent to them. That is a concern because they allow companies to track a consumer’s online behavior, thus enabling them to target them with specific goods or services.

The death of third-party cookies is coming. Mozilla Firefox and Apple Safari have already banned them, and Google says it'll block them on Chrome in 2023. That's why it's vital to rethink how you'll connect with consumers. To identify new and not-so-loyal customers now, Cardlytics provides a powerful solution because we identify opportunities for sales growth through Purchase Intelligence.

Our robust AI and dozens of analysts have insight into where and when customers buy online and in-store. Becoming a Cardlytics customer means you can answer crucial questions that inform business decisions. Our first-party purchase intelligence data remains reliable, actionable, and protected.Undoubtedly, working with Cardlytics can help you better reach the right audience with more relevant offers in a third-party cookie-free world. So, what are you waiting for? Contact us today for more information about becoming a Cardlytics customer and how we can help exponentially grow your sales.

The road ahead for the luxury shopping market looked a little dicey in 2020. With restrictions on both in-store shopping experiences and travel, sales plummeted by as much as 68% in some areas. As months went by and the global COVID-19 pandemic endured, nervous CEOs cautiously planned for the future of their brands.

As we look back on 2021, many voices in the industry wondered if luxury spend would recover. We now know the answer is a definite, "yes" as luxury spending for 2021 recovered and surpassed 2019's pre-pandemic numbers by 27%.

Key Takeaways:

• 2021 luxury spending recovered and exceeded 2019 levels.
• Average order value (AOV) led sales growth, supported by an increased trip count and eager customers to see some return to normalcy.
• Luxury shoppers still prefer in-person shopping experiences, despite initially embracing e-commerce at the pandemic's beginning.
• High-frequency customers drive the majority of luxury sales.

A rough 2020 leads to an astounding 2021

Luxury retail industry trends have been up and down–hitting rock bottom in March 2020 with a 68% drop as a global pandemic gripped the fears of shoppers around the world. And on top of that downturn, we watched stores temporarily close, and shoppers become reluctant to visit those stores that were open.

We also saw an abrupt halt to international travel, accounting for up to one-third of all luxury sales. Global travelers enjoy the allure of buying authentic luxury where it's made, so it felt like the luxury shopping industry would become strategically dismantled.

Some shoppers were giving luxury online shopping a try, but the industry outlook was bleak. Low retail sales left luxury brands buried in extra inventory–a problem that disproportionately hurts luxury brands. The fundamentals of supply and demand illustrate that when inventory is high, pricing is low.

Luxury brands rely on exclusivity, so typical retail tactics like steep discounts only work to devalue the brand. These brands knew the road would get bumpy; they braced for the worst but came out of the pandemic pleasantly surprised.

Luxury spending saw the first signs of recovery in June 2020, when the data began trending upward. Progress was slow at first, and both retailers and luxury brands anxiously watched as trip counts and average order volume steadily rose.

By the end 2021, cushioned by a healthier holiday spending season, luxury spend trends outperformed even the most optimistic predictions with $2.2B in growth. Luxury retail trends are showing promise for a strong and stable recovery, but it hasn't been equally distributed.

Luxury markets are prone to polarization. Luxury shopping is about authenticity, status, and self-esteem. Some brands–and products, are simply better at filling that need for consumers.

AOV tells the story

So, were consumers compensating for their feelings of pandemic-driven isolation and fear in 2021, or is this genuine growth? The story is in the data. Let's look at the factors contributing to the unexpected boom in luxury spending habits.

Cardlytics' first-party data identified average order volume (AOV) as the largest driver of increased spending. This means that shoppers were simply buying more on each shopping trip. There was also a notable increase in customer trips in 2021 compared to data from 2019, which supported the AOV-led growth.

A deep dive into the data shows luxury spending statistics on AOV took a nose-dive in the first two weeks of the COVID-19 pandemic. The average sale dropped from $308 to $175. And, at the lowest point, it dropped to $167 in May of 2020 before beginning a slow climb towards recovery. By the holiday shopping season, AOV was up–way up. By the end of 2021, the annual average had reached $350 per trip.

While e-commerce has been a big driver of change in other markets, luxury shopping was less affected before the pandemic. The in-store experience plays a pivotal role in what brings shoppers to luxury brands. The smell and touch of authentic, high-quality leather can't be replicated in a digital environment–at least not yet.

And a big part of the self-esteem boost that shoppers receive comes from being pampered by personal shoppers while strolling across shiny marble floors.

Luxury retail saw a spike in online shopping when mandates and public health concerns forced the hand of consumers, but it was temporary appeasement. As restrictions eased, shoppers returned to the stores in droves, craving that luxury shopping experience.

The data shows that the mix of shoppers in the store and online is about the same for 2021 as it was before the pandemic; let's take a look:

• 2019 Spending Mix: 57% in-store and 43% online.
• 2020 Spending Mix: 47% in-store and 53% online.
• 2021 Spending Mix: 57% in-store and 43% online.

While the mix shifted back in favor of in-person shopping, the volume of online sales for luxury brands is still significant. The digital age provides a valuable opportunity to connect with new consumers differently.

As we look towards the next year, online sales are anticipated to grow–leaving luxury brands with dual commitments to extend the same level of luxury service both in-person and online.

Must-Have Luxury Goods with the Most Growth in 2021

Luxury retail performance can be unpredictable even in a strong market because brand affinity has always been tied to public perception. A new era of socially-conscious consumers is now more powerful than ever before in determining which brands are in–and which ones are out. This provides some insight into luxury spending growth in 2021.

As surprised as many luxury brands were by this growth, many are eager to know where consumer spending is increasing. The top-performing categories included women's and children's apparel, jewelry, and accessories. Across the retail industry, luxury and value brands saw the most growth in 2021, attracting renewed interest and inviting disruption from new competitors.

For one, Amazon has entered the market in big ways–first, they opened their Common Threads storefronts to showcase the work of individual designers, and then they launched a luxury brands mobile app exclusively for Prime members.

Previously untouchable brand opportunities are back on the market, and like-it-or-not, the luxury retail sector is embracing new ways to connect with customers in a digital world.

The luxury shopping market is evolving

Two more critical pieces of data that will shape the future of luxury retail trends are consumer base and loyalty. Overall, the number of luxury shoppers has increased 2% since 2019. It seems that more consumers are craving authentic experiences that only luxury brands can deliver.However, there's a catch–a new generation of consumers are showing less brand loyalty overall. They're not just looking for a brand name—consumers are looking for values alignment and are willing to shop where they can get what they want.

As much as 65% of customers making multiple luxury purchases are shopping with two or more different brands. This means that quality and reputation only go so far–even in the luxury goods market. Brands face more pressure to cultivate and maintain customer relationships as we move beyond the pandemic.

What to expect in 2022

Luxury brands can expect to see trends in continued growth. Data-driven predictions on consumer spend are modeling an anticipated growth of 25% compared to 2019, outperforming non-luxury sectors by as much as five times the growth.

There will always be a strong market for bargain hunters and value-minded shoppers, but only the luxury retail market is forecasted with significant growth for the coming year.

The market is ripe with opportunity for brands that are able to keep pace with consumer needs and remain relevant in a changing world. Modern shoppers expect the convenience of omnichannel accessibility–interacting with brands when and how they choose.

Shoppers demand values alignment on important issues like sustainability and inclusivity. And at the same time, they expect the same level of luxe quality goods and services that define the luxury shopping experience.

From technology to social responsibility, luxury brands have more on their plate than ever before. The good news is, Cardlytics can help. Learn about how we can provide you with invaluable data-driven insights to help shape your marketing strategy and align your brand for growth.

Google’s 2020 announcement that it would ban the use of third-party cookies in 2022 made big waves for both consumers and digital marketers. Cookie privacy isn’t a new concern—Apple’s Safari and Mozilla’s Firefox browsers have been blocking cookies for almost a decade. But the news that Google planned to follow suit rocked the industry. 

That’s because Google Chrome is by far the most popular browser, accounting for over 63 percent of all global web traffic. Apple’s 20 percent and Mozilla’s 4 percent pale in comparison to Google’s tracking power. It’s no wonder that the latest move by Google has been hailed as the death of the third-party cookie. 

Google’s capitulation suggests that the cookie battle may finally be over and that privacy advocates are the de facto winners. But that means big changes for advertisers. What does that future look like? And how do privacy-safe solutions like Cardlytics’ “whole wallet” view provide the same impact for marketers without sacrificing consumer privacy?

What are third-party cookies?

Cookies are a bit of JavaScript embedded in a website that stores data about a particular browsing session. Cookies come in two main flavors, first-party and third-party. 

First-party cookies are created by the host domain (think GoDaddy, Hostgator and WPEngine) to help create a better experience for the user. They store data like website preferences, usernames, passwords, and shopping cart contents. First-party cookies are generally considered ‘good’ cookies and don’t draw the ire of privacy advocates.

Third-party cookies, on the other hand, are not created by the website a user is visiting, but by other entities such as marketers, advertisers, and social media platforms. Cookies can be placed on multiple sites allowing the tracking entity to create a holistic picture of a user’s activity on the web.

What do third-party cookies do?

Third-party cookies collect an impressive amount of information about users. Cookies track information about search requests, page visits, time on page, purchase decisions, even social media ‘likes.’ 

But that’s just the beginning. Cookies can also help advertisers pool data such as age, gender, occupation, income, location, payment types, and interests to create highly detailed user profiles. 

This type of tracking can be incredibly intrusive because most users feel that they haven’t given advertisers explicit permission to collect so much personal data. 

Privacy concerns with third-party cookies

Cookies aren’t inherently bad and, in fact, about 95 percent of all websites use cookies for relatively harmless purposes that ensure a returning visitor has a seamless experience. 

The problem is that ad networks track and store incredible amounts of information, including personally identifiable information. Because they place cookies on a massive variety of sites, they may have access to sensitive information such as medical history, sexual orientation and gender identity, and even political affiliation. Even more troubling is that this information is likely linked to the user’s real name.

Privacy as a human right

Third-party cookie tracking is ubiquitous and all-encompassing; it’s become a central pillar of modern digital advertising. The privacy implications are obvious and enormous. In just the past 10 years, massive data breaches have exposed billions of users’ private information, much of it collected and stored through the use of cookies, often without the user’s knowledge or explicit permission. 

Few privacy violations rocked the collective conscience like the Cambridge Analytica Facebook scandal. Prior to the 2016 elections, political consulting firm Cambridge Analytica harvested vast swathes of Facebook user data and used it on behalf of political campaigns to help shape voting behavior. 

While most Facebook users were peripherally aware that the social media company collected personal data, few had any inkling of the scope and detailed nature of the information Facebook stored. Even worse, they had no idea that using certain apps on the platform gave the app developer access to the personal data of all their Facebook friends. 

For many, the Cambridge Analytica scandal was a watershed moment that galvanized privacy advocates and brought privacy as a human right to the forefront. As a result, consumers are becoming more savvy about cookie tracking and the information they are willing to share.

Tech steps up

Regulators and legislators have been trying to tame the third-party cookie beast since the dawn of the 21st century. The EU passed a series of e-privacy directives under the General Data Protection Regulation (GDPR), including the ‘cookie law.’ Several states in the US passed similar privacy protection laws, including the California Consumer Privacy Act (CCPA). These measures are designed to bring more transparency to third-party data collection and cookie-based privacy issues.

A few forward-thinking tech CEOs championed the cause of cookie privacy, taking the lead in giving consumers control over their data. Apple CEO Tim Cook was among the first to give Safari users the ability to block third-party tracking in 2012. Apple remains at the forefront of privacy. Its latest iOS 14.5 rollout includes features that provide deep transparency into the type of tracking that takes place on consumers’ devices and the ability to opt out at the site and app level. 

Apple has forced other major tech companies to change their approach to cookie privacy. Facebook launched a very public PR war against Apple, claiming Apple’s privacy protections will harm businesses that rely on cookie-based advertising. The spat underscores the fundamental tug-of-war between profit and privacy; iOS 14 threatens the $86 billion in targeted ad revenue Facebook generates each year.

Google’s upcoming cookie phase-out is also likely at least partly due to Apple’s privacy protection rollout. Whatever the impetus behind the change, however, Google’s new cookie policy represents a sea change for marketers who’ve relied for years on cookie-based targeting.

The coming cookieless future

Ready or not, the death of third-party cookies is imminent. While marketers should be prepared for some disruption, a cookieless future presents an opportunity for brands to be on the forefront of more transparent, privacy-friendly solutions that win consumers’ trust.

Cardlytics has always been ahead of the cookie privacy debate. Our platform uses relevant, first-party insights obtained from one in every two credit card swipes and combines it with powerful Purchase Intelligence built on real transactions from real banking customers.

A cookieless future doesn’t have to mean an end to targeted campaigns. Cardlytics helps you reach the right audience with the right offer without compromising privacy.

Marketers entered 2022 with the haunting specter of a cookieless future on the horizon. While Google’s ambitious cookie deprecation timeline has now been pushed back to mid-2023, the fact remains that marketers have very little time to reinvent their marketing strategies to accommodate the death of the cookie. 

Here’s a look at what to expect in the next 18 months and what you can do now to position yourself for success when third-party cookies go away.

Upcoming changes to third-party cookies

Apple incorporated fledgling Internet Tracking Prevention (ITP) in its Safari browser in 2017. ITP has been revised multiple times in the intervening years as ad tech companies found new ways to work around the algorithm. 

In 2021, Apple released its strictest ITP yet with iOS 15. While iOS 14.5 switched on cookie-blocking protections across all browsers—not just Safari—by default, iOS 15 added email privacy and app tracking transparency (ATT) to further limit third-party data collection. Major advertising platform are already feeling the effects, with Facebook suggesting these privacy updates have contributed to a projected $10B in lost ad revenue. 

Google plans to follow through with its commitment to cookie deprecation, albeit on a longer timeline than originally promised. During the first half of the year, Google plans to work with developers and regulators to devise alternatives to the existing cookie-based system. 

By late 2022, once new APIs are launched in Chrome and testing is complete, advertisers and publishers can begin migrating their services. This first stage is expected to last about nine months, during which time Google will review feedback and make any necessary adjustments. 

Stage two is expected to begin in mid-2023 and last three months. During this stage, Google will phase out all third-party cookies.

Evaluating your martech stack, customer marketing, and marketing strategy

Third-party cookies fuel most aspects of programmatic and digital advertising. Cookie deprecation will impact most of the tactics marketers rely on for effective campaigns:

• Behavioral advertising- Without data obtained from third-party cookies, marketers will no longer be able to create the detailed profiles they need for targeted campaigns. 

• Retargeting- Third-party cookies allow ads to follow users from site to site. Cookie deprecation will diminish the effectiveness of retargeting campaigns and limit the ability to redirect traffic to a preferred site.

• Audience extension- This tactic, similar to lookalike targeting, will no longer be possible without third-party cookies to help marketers find similar audiences across the Internet.

• Frequency capping- Cookie deprecation will reduce media efficiency because advertisers will no longer be able to limit the number of times an ad is shown to a particular user.

Perhaps worst of all, no more cookies means no more view-through attribution to help marketers gauge the performance of their marketing mix. Without view-through attribution, marketers are spending in the dark with little to no visibility into the most effective channels and campaigns.

After the cookie crumbles: Managing the change

The bad news for marketers is that there are a lot of unknowns with a cookieless future. The good news is there is plenty of time to explore your options and develop a new strategy to avoid disruption. A few things to consider:

The coming cookieless future presents new challenges for marketers, but new, ethical options like Cardlytics’ first-party Purchase Intelligence™ are emerging to help bridge the gap. Ultimately, cookie deprecation presents an opportunity for brands to take the lead by giving customers an experience built on trust and transparency.

1. Focus on amplifying your first-party data

Implement robust first-party data collection mechanisms so you can target and personalize campaigns for users who have already engaged with your brand. Make sure your data collection is fully compliant with any applicable laws and communicate clearly with your customers about what information you are collecting and how you will use it. Consent-based data collection is no longer simply a legislative and regulatory imperative, it’s a way brands can gain trust with their customers.

2. Explore the walled gardens

With the death of third-party cookies, the aggregate but highly granular data collected from logged-in users by Google, Amazon, Facebook, and Cardlytics offer an alternative way for marketers to run highly targeted campaigns.

3. Rethink contextual targeting

Today’s contextual targeting is highly sophisticated and delivers results on par with cookie-based campaigns. Contextual targeting uses natural language processing and machine learning to go beyond keywords to the sentiment behind every webpage. The most robust contextual targeting solutions analyze a brand’s first-party data to uncover commerce signals and place ads on pages that are similar to the pages a customer visited before they made a purchase.

4. Watch for new sources of audiences

Google recently announced that they are scrapping the Federated Learning of Cohorts project meant to replace third-party cookies. In its place is the new Topics system, which assigns each user’s specific interests from a pool of 300 possible topics. Google says Topics will be more transparent and less susceptible to privacy abuses. Whether or not it will be an effective way to personalize ads is still up for debate. However, it stands to reason that more of these ‘clean’ third-party audiences will emerge between now and 2023.

The coming cookieless future presents new challenges for marketers, but options like Cardlytics’ first-party Purchase Intelligence™ have emerged to help bridge the gap. Ultimately, cookie deprecation presents an opportunity for brands to take the lead by giving customers an experience built on trust and transparency.

Key Takeaways:

• The labor shortage is hitting the restaurant industry especially hard. Nearly 7% of the food service workforce quit in November 2021 alone. Wage hikes aren’t enough to retain talented workers when inflation is driving up the cost of living. 
• Labor-saving automation and streamlined processes can have a negative impact on customer experience, and fail to drive new sales at scale. 
• Proven strategies, like restaurant discounts and deals, when combined with new technologies and precise audience targeting can get customers in the door in an on-demand manner that won’t sacrifice profitability or customer and employee experiences.

The restaurant industry was among the hardest hit when the pandemic struck in 2020. Forced closures, costly new mitigation measures, and changing consumer behavior led to the shuttering of over 110,000 restaurants. 

Restaurants are recovering from the worst of the Covid crisis, but the danger is far from over. Once-in-a-generation rates of inflation, intractable supply chain snarls, and an acute labor shortage are all eating away at razor-thin restaurant margins. 

Cardlytics analyzed current market trends and reviewed alongside our purchase insights. Here’s what we learned about the true size and scope of the problem, the effects of the restaurant labor shortage, and what brands can do to grow their margins without sacrificing the customer or employee experience.

The labor shortage and inflation go hand-in-hand

Restaurant employment is down 8% from pre-pandemic levels, a loss of over a million employees, and the Great Resignation is still picking up steam. A record 4.5 million people left their jobs in November 2021, including 6.9% of the food services workforce. 

So how did restaurants respond? By increasing wages. Roughly 60% of employers raised their wages at least twice during 2021. Nearly 30 percent of hospitality brands expect to raise them at least twice in 2022. 

But workers say it’s not enough. Wage gains in 2021 failed to offset the loss of purchasing power caused by record inflation. Even with larger paychecks, monthly budgets keep getting tighter. 

As a result, over half say they expect to find a higher-paying job in 2022, and 25 percent plan to leave the industry for another line of work entirely. It’s clear that restaurant brands are unlikely to solve their labor shortage woes with wage hikes. 

Labor-saving processes and technology may not be enough

With no end to the US labor shortage in sight, restaurant brands are investing in labor-saving technology to bridge the gap. Most major brands have already implemented streamlining solutions, and half of US restaurants plan to invest even more over the next three years. 

These new technologies run the gamut from self-service order terminals to automated smoothie kiosks and even voice-based artificial intelligence for drive-through customers. Soon, technology could even take over simple back-of-house duties like dishwashing. 

Restaurants are also turning to pared-down menus that eliminate labor-intensive entrees. The average menu item count has dropped 23 percent compared to pre-pandemic levels across all restaurant categories. Thanks to the twin pressures of the supply chain crisis and the labor shortage, it’s a trend the National Restaurant Association expects to continue throughout 2022 and beyond. 

Restaurants today are surviving, not thriving

Inflation has been especially brutal for the restaurant industry. Ingredient prices and labor costs have skyrocketed over the past year. To protect their margins, restaurants responded with modest price increases of between 2 percent and 5 percent on average,well below the current rate of inflation. 

Dining out is a luxury and a convenience, two things consumers are quick to shed when budgets get tight. This makes them especially sensitive to price increases. Instead of raising prices, some restaurants are trimming portion sizes or promoting cheaper plant-based proteins as an alternative to scarce and expensive meat. 

But labor-saving processes and price increases often aren’t enough to protect tight margins. By embracing digital promotions and advanced customer targeting, restaurant brands can look beyond brick-and-mortar economies and find innovative ways to generate new revenue. 

Cardlytics can help mitigate the effects of the labor shortage

Our insights suggest that promotional offers can be the determining factor when customers decide whether and where to eat out. Deals and discounts even outweigh recommendations from family and friends when it comes to trying new restaurants. 

What customers say about restaurant deals

• 54% say deals encourage them to try new restaurants
• 51% say deals and discounts are important to them to save money on restaurant visits
• 54% will spend more at a restaurant if they have a discount

Of course, coupons and other discounts are nothing new to the restaurant industry, but mass mailings in the current climate run the risk of over-extending locations already struggling with labor shortages. Success in driving new customers without a throttle can have a disastrous effect on customer and employee experiences, harming your brand in the long run. The other downside with mass mailers is that the people most likely to use them are the ones already coming anyway, and have already been paying full price.

Cardlytics’ customized campaigns let you precisely target customer segments you want, when you want, and for your desired locations. By excluding existing customers, you can focus your promotions on attracting new customers. At the same time, Cardlytics lets you spread the campaign impact over a longer period of time, allowing you to ramp up or down the promotion to ensure your locations aren’t overwhelmed, thus reducing the strain on your staff. As an added bonus, your restaurant stays busy, ensuring a steady stream of tips for your hardworking waitstaff. 

Get in touch today to see how Cardlytics can help you grow your customer base and boost sales with measurable incremental returns on ad spend.

Consumers are facing pandemic-induced price hikes across the spending spectrum right now. It seems like everything is becoming more expensive, from groceries and rent to clothing and cars. As the annual inflation rate climbs to its highest peak in four decades, we’re all feeling the pinch. And one of the biggest offenders can be found at the gas pump, where fuel costs are surging due to a combination of factors, including post-pandemic supply chain issues, rising inflation, and global diplomatic crises with direct impact on fuel markets.

The recent acceleration of inflation is a complex trend caused by many factors, including supply chain problems and labor shortages—and it’s not expected to reverse course anytime soon. Consumers are altering their spending behavior to cope with the dollar’s reduced purchasing power, often in unexpected ways. Discover what this means for gasoline retailers, and learn how you can adapt your marketing strategy to mitigate the impact of inflation on your business.

Key takeaways:

• Despite inflation and rising prices, wallet share for gas spending has remained stable, even against pre-pandemic levels.
• Purchase behavior has shifted in favor of fewer trips with high spend averages.
• Retailers that offer customers opportunities for "combined trips" are seeing big benefits, as consumers can complete grocery shopping and refueling in a single stop
• Building brand loyalty and rewarding customers for repeat purchases can help mitigate some of the pains from losses and narrower margins seen on targeted offers and promotions.

Despite rising prices, gas spending is steady

Sharp and unpredictable swings in the cost of gas are nothing new for drivers; volatility is par for the course when it comes to the price at the pump. Americans are normally quite concerned about increasing gas prices, but we’re paying less attention this time around. Why? Since fuel is just one of the many goods that cost more right now, we’re not as sensitive as usual and haven’t made any drastic moves in gas spending. In 2019, consumers spent around 3.7% of their monthly wallet share on fuel, which is almost identical to the relative share today.

But there’s more to filling up the tank than the price on the sign. Spending behavior is also influenced by anxiety about the future and by pandemic-spawned habits that are still sticking around, such as bundling of trips and purchases. Coupled with rising fuel costs, these factors are prompting customers to plan ahead and be more purposeful with their shopping trips. Gas retailers are seeing two major ‘clustering’ trends as drivers consolidate their purchases in volume as well as store visits.

Fuel Trend #1: Bundling gas & grocery/retail trips together

Shoppers are buying their groceries and gasoline in as few trips as possible, which is predominately a byproduct of Covid conditioning. But there’s another important element at play: as consumers recognize that both fuel and groceries cost more, they form a psychological connection between these two types of purchases. They’re being mindful of their budget on the same trip, in the same spending moment, with gasoline and groceries alike. And they will likely continue to connect these two types of purchases in the future.

Fuel Trend #2: Fully filling up the tank before prices go even higher

As we’ve seen in the data above, consumer gas spending is holding steady. However, the amount of money being spent during each fuel purchase is significantly higher: up 27% from 2019 and up 40% from 2020. Rising gas prices account for a portion of this increase, but the rest is a result of customers feeling the need to completely fill their tanks each time they’re at the pump (vs. partially filling up). This behavior reduces the number of trips required, but it’s also a reaction to the ongoing price hikes. Drivers fear that if they don’t fill up today, it will just be more expensive tomorrow.

The long-term impact of inflation on gas and fuel

We’ve explored the two biggest trends that gas retailers should be aware of in this era of inflation, which are both caused by the ‘clustering’ of everyday purchases as consumers grow more wallet-conscious:

• The continuing association of the fill-up with other frequent shopping events, such as grocery and retail purchases.
• The increased volume of gasoline purchased per trip

This phenomenon of customers buying more in fewer trips began in the early days of the pandemic, when certain goods like toilet paper were limited (or perceived as such) and the future was uncertain. Impromptu stops at the supermarket or gas station gave way to planned, purposeful shopping trips that occurred less often but produced bigger receipts. Today, supply chain issues are still causing shortages and the future remains uncertain—and thus the mentality of buying more in fewer trips is alive and well.

Why does this matter? These trends have sizable implications for the dynamic between branded, stand-alone gas stations and chain stores like Costco, BJ’s, and Sam’s Club. With their own privately branded pumps adjacent to their storefronts, chain retailers have a big opportunity to woo consumers on their one-stop shopping trips.

What’s next for retailers and rising gas prices?

Our insights show that chain retailers are introducing a potential disruption into the gasoline market, which we can expect to continue and expand. Brands like Costco, Albertsons, and Kroger have seen a slight increase in sales from customers who are trying to combat a future of unknowns by combining trips to stock up. Chain retailers had a share of 21.5% of trips in November 2021 (up from 20% in June 2020), largely at the expense of traditional gas brands like Shell, Chevron, and ExxonMobil.

How you can ease the pain at the pump

Drivers are looking for value to offset the impact of rising gas prices on their fill-up, and marketers can help to relieve their pain with targeted offers and promotions. Now is the time to focus on building brand loyalty and rewarding customers for their loyalty. One smart way to do so is by partnering with Cardlytics. Our native ad platform is a tool for marketers to implement omnichannel strategies and help drive pump to store conversions. The platform works within banks’ digital channels  and allows marketers to run targeted ad campaigns backed by our purchase insights. 

But our purchase insights are just the beginning. By helping you connect the right people to the right offers, we’re not just driving tangible revenue together—we’re helping people feel a little relief during a challenging time. Learn more about partnering with Cardlytics.  Please contact us today.

eTail West in Palm Springs, California, was back this year as an in-person event , and it was superb to see so many of retail’s leading marketers gathered once again. eTail was kind enough to invite Cardlytics to talk about how brands can use purchase data to achieve sales growth and inspire loyal customers, and which revenue plays should have our focus in 2022 and beyond. 
 
For those of you who missed it, here’s a summary of the top insights I shared. 

Standing strong amid disruption

The power of Cardlytics’ data is the reason I joined this company nearly three years ago after working at notable technology companies such as Google and Facebook. Through our partnership with top banks in the US and UK, the Cardlytics ad platform serves over 175 million consumers with cash-back offers, which enables us to leverage $3.7 trillion in annual spend data to create precise targeting strategies and performance metrics. From a longer point of view, digital advertising is embarking on an historic transformation thanks to third-party cookies going away and Apple’s app tracking policy – our targeting and insights rely on neither.

Because of such disruption, many brand marketers may feel as though they are at a crossroads, but there is good news, and plenty of it. Marketers can lean into real purchase data and eliminate the guesswork inherent in demographic and contextual data to find out what really moves the needle for both online and offline sales. More specifically, they are starting to develop ad investment strategies around incrementality, which measures sales that wouldn't have occurred without a specific interaction. 

Pressure-testing our assumptions 

From talking regularly with Cardlytics advertisers, we know that there’s been a shift in marketing mindset. Yet, we didn't want to assume anything and decided to pressure-test what we’ve been hearing. So, we surveyed roughly 100 marketing execs to understand their current priorities.   

Here are the key findings: 

An eyebrow-raising contradiction

Interestingly, 79% of marketers admit a lack of accurate data or analysis was their biggest problem. At the same time, nearly everyone (99%) believes they have it all figured out. It’s an eyebrow-raising contradiction.  

More focus should be on loyalty 

We were surprised that only 4% said their biggest growth opportunity was with infrequent or lapsed customers even though our platform insights challenge this notion. Studies show that repeat customers spend 67% more than new patrons, which also cost around 5X more to convert. The ROI related to customer loyalty cannot be underestimated and is a huge growth opportunity we see for brands that may be lacking in this area. 

Old-school demographics don’t work well enough 

Demographics, as an indicator of consumer spending patterns, are far from the most efficient targeting model. In fact, we learned that 47% of marketers believe they need to challenge long-held notions that demographics should steer their strategy. The idea that segments of hundreds or thousands of customers should all be thought of as virtually the same person seems to have run its course. One-to-one advertising is now advanced enough for marketers to zero in on different customers at an individual level.  

Not all customers are worth the same investment

Using actual purchase data can guide marketers on the true loyalty of their customers. Take these two customer types, for example:

Does it make sense to target the “loyalist” with the same ad spend or cash-back offer as the “customer of many”? Of course not. Ultimately, marketers want to convert the “customer of many” into a “loyalist” with targeted advertising that draws intelligence from their shopping habits. In short, you should invest in the customers with the highest spend potential. The best indicator of this is how much they are spending in the category when they aren’t spending with you. 

And, as our survey found, nearly 6 in 10 marketers (59%) lament the lack of competitor visibility due to not having the right data and set of tools. Their shopping habits, in other words, go beyond your brand, as do the indicators of their true value.  

Allocate more spend where it has actual impact 

Marketers need to allocate more spend toward generating loyalty and purchase data needs to be the source of that intelligence. Cardlytics partners with top financial institutions such as Chase, Bank of America and Wells Fargo to serve their customers relevant ads based on purchase history and location. This data allows marketers to not only accurately target customers but also reach customers who regularly shop with competitors, and then accurately measure the incremental impact of that campaign on growth and loyalty.   

How should marketers keep the momentum building? 

The answer to that question is to measure, improve and continuously repeat your process. Understanding a customer's consideration set means knowing what it takes to win them over. And that means going beyond traditional attribution models—where isolated actions like click-throughs get too much credit for a consumer’s purchase decision—and embracing data-based incrementality analysis.  

Test, test, test 

To do all of that, marketers must have data to understand the impact of each channel. They should form test and control groups based on prior spend data—from category to amount to frequency—to ensure a clean test, which isolates the variable to measure marketing channel, creative, or messaging. While such testing can be a lot of work, it’s the difference between brands that grow their revenue and loyalty and those that are falling behind.  
 
Cardlytics is here for brands that want to strengthen relationships with their most valuable customers and win new customers from competing brands. Take advantage of our free advertising opportunity report to learn how consumers spend with your brand versus competitors. Click here to get started.

The pandemic has been an ongoing challenge, but I like to see the positives in every situation. A silver lining, if you will. Over the past two years we’ve all been forced to take a step back and evaluate every facet of our lives. Now, through a different lens, we have started to ask ourselves, “What’s next?” What’s next for me, my family, my health, my finances and yes, even my career?

All dreams are pictured with the endgame in mind. We’re not always picturing the how, but we know what we mentally see when our goals are realized. For me, eight years ago I envisioned myself as the head of human resources, speaking on a stage to an audience of employees wearing jeans and my favorite pair of Jordan 1s.

As your mind explores what’s next for you, ask yourself the following questions:  

• What do I want to be known for?  
• What is important to me?  
• What do I want to accomplish?

Once you have answers to those questions, assess your reality. While planning is part of achieving the endgame, it’s important to remain in the present by focusing on your experiences, the roles needed to sustain your strengths and accessing the resources you will need to develop in key areas.  

Are there projects you could work on now that would build your network or help you learn a new skill? In 2016 and 2017, I worked as a national sales director. I wanted to eventually become a human resources business professional but get there by having well-rounded and authentic business experience.  

Write down the steps, align your resources, and create deadlines to hold yourself accountable. It will be a challenge, but small steps will build momentum.

The effort, time, and investment it takes to explore what’s next will be worth it. I brought the picture in my head to reality as I’m now living out my dream as the head of people speaking to 600+ employees at our monthly company meeting.

If you are in search of what’s next, check out career opportunities at CDLX and join us. Jordan 1s optional.

Atlanta, GA – March 1, 2022 – Cardlytics, Inc., (NASDAQ: CDLX), an advertising platform in banks' digital channels, today announced financial results for the fourth quarter and fiscal year ended December 31, 2021. Supplemental information is available on the Investor Relations section of the Cardlytics' website at http://ir.cardlytics.com/.

“We are really pleased with our Q4 results, which exceeded the high end of our guidance for billings, revenue and adjusted contribution. The strong performance comes as we continue to make progress across our strategic priorities,” said Lynne Laube, CEO & Co Founder of Cardlytics. “Our Q4 results reflect year-over-year growth across all of our advertiser verticals, and growth over 2019 in every vertical except travel. Each sales vertical contributed to Cardlytics achieving its highest billings quarter ever in Q4.”

“For the year, our expectation is that a consistent, broad recovery across all verticals would enable us to exceed our expected long-term growth rate target of 30%,” said Andy Christiansen, CFO of Cardlytics. “We are confident that we have a strong business model and we believe that the steps we are taking to expand our range of offerings and addressable markets will prove to be highly beneficial to us, our bank partners and their customers.”

Fourth Quarter 2021 Financial Results

• Total revenue was $90.0 million, an increase of 34.2%, compared to $67.1 million in the fourth quarter of 2020.
• Net loss attributable to common stockholders was $(11.8) million, or $(0.35) per diluted share, based on 33.4 million weighted-average common shares outstanding, compared to a net loss attributable to common stockholders of $(6.8) million, or $(0.24) per diluted share, based on 27.7 million weighted-average common shares outstanding in the fourth quarter of 2020.
• Non-GAAP net loss was $(5.0) million, or $(0.15) per diluted share, based on 33.4 million weighted-average common shares outstanding, compared to a non-GAAP net loss of $(1.5) million, or $(0.05) per diluted share, based on 27.7 million weighted-average common shares outstanding in the fourth quarter of 2020.
• Billings, a non-GAAP metric, was $134.0 million, an increase of 42.6%, compared to $94.0 million in the fourth quarter of 2020.
• Adjusted contribution, a non-GAAP metric, was $44.0 million, an increase of 48.5%, compared to $29.7 million in the fourth quarter of 2020.
• Adjusted EBITDA, a non-GAAP metric, was $2.6 million, a decrease of $1.9 million, compared to $4.5 million in the fourth quarter of 2020.

Fiscal Year 2021 Financial Results

• Total revenue was $267.1 million, an increase of 42.9%, compared to $186.9 million in 2020.
• Net loss attributable to common stockholders was $(128.6) million, or $(3.99) per diluted share, based on 32.2 million weighted-average common shares outstanding, compared to a net loss attributable to common stockholders of $(55.4) million, or $(2.04) per diluted share, based on 27.2 million weighted-average common shares outstanding in 2020.
• Non-GAAP net loss was $(38.7) million, or $(1.20) per diluted share, based on 32.2 million weighted-average common shares outstanding, compared to a loss of $(23.3) million, or $(0.85) per diluted share, based on 27.2 million weighted-average common shares outstanding in 2020.
• Billings, a non-GAAP metric, was $394.1 million, an increase of 49.6%, compared to $263.4 million in 2020.
• Adjusted contribution, a non-GAAP metric, was $129.6 million, an increase of 57.7%, compared to $82.2 million in 2020.
• Adjusted EBITDA, a non-GAAP metric, was a loss of $(12.2) million, a decrease of $(4.4) million, compared to a loss of $(7.8) million in 2020.

Key Metrics

• Cardlytics MAUs in the quarter were 175.4 million, an increase of 7.2%, compared to 163.6 million in the fourth quarter of 2020. For full year 2021, Cardlytics MAUs were 170.9 million, an increase of 9.7%, compared to 155.8 million in 2020.
• Cardlytics ARPU in the quarter was $0.49, an increase of 19.5%, compared to $0.41 in the fourth quarter of 2020. For full year 2021, Cardlytics ARPU was $1.51, an increase of 25.9%, compared to $1.20 in 2020.
• Bridg ARR was $15.3 million in the fourth quarter of 2021, compared to $12.7 million in the third quarter of 2021.

Definitions of MAUs, ARPU and ARR are included below under the caption “Non-GAAP Measures and Other Performance Metrics.”

Earnings Teleconference Information

Cardlytics will discuss its fourth quarter and fiscal year 2021 financial results during a teleconference today, March 1, 2022, at 5:00 PM ET / 2:00 PM PT. The conference call can be accessed at (866) 385-4179 (domestic) or (210) 874-7775 (international), conference ID# 4148496. A replay of the conference call will be available through 8:00 PM ET / 5:00 PM PT on March 8, 2022 at (855) 859-2056 (domestic) or (404) 537-3406 (international). The replay passcode is 4148496. The call will also be broadcast simultaneously at http://ir.cardlytics.com/. Following the completion of the call, a recorded replay of the webcast will be available on Cardlytics’ website.

About Cardlytics

Cardlytics (NASDAQ: CDLX) is a digital advertising platform. We partner with financial institutions to run their rewards programs that promote customer loyalty and deepen relationships. In turn, we have a secure view into where and when consumers are spending their money. We use these insights to help marketers identify, reach, and influence likely buyers at scale, as well as measure the true sales impact of marketing campaigns. Headquartered in Atlanta, Cardlytics has offices in London, New York, Los Angeles, San Francisco, Austin, Detroit and Visakhapatnam. Learn more at www.cardlytics.com.