Cookies and consent. A new K.P.I. for online sales
Faced with privacy restrictions on saving cookies in computers, the monitoring of accurate customer consent is moving from the legal teams to Comex levels.
Romain Dehaudt, Revenue and Operations Director, Emakina
When it’s not Yes, it’s No. Since April 1st, 2021, online retailers in the European Union are no longer allowed to track visitor page traffic on their websites without explicit consent. Meanwhile, a new K.P.I. is gaining momentum in the retail sector: consent rate monitoring measures the number of visitors who agree to be tracked by saving small markers called cookies on their computer. In terms of targeting and measurement, the stakes are high: retailers need cookies to know details including where visitors come from, their browsing behavior, like shopping preferences, cross-buying or shopping cart abandonment. However, few retailers questioned by Mind Retail had a clear answer to this question.
