For years, third-party cookies quietly did the heavy lifting for digital marketers — tracking behaviors, personalizing ads and helping retailers trail their customers across the web. But as Google phases them out and consumer privacy takes center stage, retailers are facing a wake-up call. Your marketing strategy needs a new backbone.
The good news? You already have it.
First-party data — the information you collect directly from your customers — is already accurate and privacy-compliant. It’s also more powerful. Consider it the difference between guessing what your customers want and knowing what motivates them to buy.
In a category as personal and high-consideration as mattresses, building trust and relevance is everything. And first-party data can help you do exactly that — ethically, transparently and effectively.
Let’s explore how to collect smarter, personalize better and build a marketing strategy that thrives in a cookieless future.
Start with smart collection strategies
First-party data begins with consent and your customers will be more willing to share information when there’s a clear benefit in return. Focus on building moments of exchange where your customers want to give you their info because they know what they’ll receive in exchange.
- Email sign-ups. Move beyond the generic “Subscribe to our newsletter.” Offer sleep tips, exclusive discounts or early access to new products. Make the value clear and immediate.
- Mattress quizzes and product finders. Ask questions about sleep habits, body type, pain points and temperature preferences. Not only will this help your customers find the right mattress, it will serve up detailed data to fuel future personalization.
- Loyalty programs. Reward customers for sharing their preferences, birthdays or mattress purchase timelines. The more they share, the more effective your marketing will be.
The goal? Make every touchpoint count — and make every data request feel useful, not invasive.
Use first-party data to personalize (without being creepy)
Your customers want relevance, not surveillance. First-party data allows you to deliver personalized experiences that feel thoughtful rather than intrusive.
- Segment your emails based on behavior. Send different content to customers shopping for cooling mattresses versus those interested in back pain relief.
- Trigger automations based on engagement. If a shopper browsed a specific model but didn’t buy, follow up with reviews, comparisons or a limited-time offer.
- Retarget with purpose. Use website activity and purchase history to guide relevant retargeting ads — no third-party cookies required.
When personalization feels helpful and respectful, customers engage more and convert faster.
Test, refine and respect privacy
First-party data is powerful, but it needs to be used responsibly. Set a high standard for transparency and value.
- Explain how you’ll use collected info. Be upfront about what data you’re collecting and why. Trust grows when your customers feel informed and in control.
- Regularly clean your data. Make sure your insights are accurate and up-to-date. Remove inactive users and segment based on current behaviors.
- Test and optimize. Not every strategy will work the same for every audience. Use A/B testing and performance analytics to refine what resonates.
A good rule of thumb? If it wouldn’t work in a face-to-face conversation with a customer, don’t use it in your digital strategy.
Use data to strengthen in-store connections
First-party data improves your online marketing ROI and enhances your in-store experience as well. When used efficiently, it connects the dots between browsing and buying.
- Equip sales associates with insight. A customer who completed a sleep quiz online may be more open to recommendations in-store. Equip your team with CRM data to offer more personalized service.
- Connect loyalty accounts across channels. When online and in-store data sync, you can more effectively track purchasing cycles, identify VIP customers and personalize post-sale follow-up.
- Use browsing history to drive in-store traffic. If someone repeatedly views a specific mattress online, offer them an in-store trial or private showroom appointment.
Digital behavior should inform physical experience. And vice versa.
The bottom line — first-party data is the future
The end of third-party cookies is a definite shift in how we do business now and in the future. Mattress retailers who embrace first-party data now will gain a competitive advantage by owning their customer relationships more directly and more meaningfully — with more long-term loyalty.
Start small. Build one new first-party data stream. Test one new personalization strategy. Evaluate one customer segment more deeply. Because in a cookieless world, the brands that win will be the ones that know their customers best — and serve them the way only a trusted retailer can.
