As the digital marketplace becomes increasingly more competitive and complex, a data-driven approach to sales is critical to organizational success.
Among the many data points brands have at their disposal, perhaps the most important, yet most elusive is identity. Real identity, not just an email or a phone number, but a full understanding of who the consumer is, across devices, sessions, and browsing behaviors.
That’s what makes identity resolution a non-negotiable component of any modern conversion strategy. With the right technology, brands can recognize and keep track of site visitors — even before they opt in — capturing every browse, click, and cart action to inform future messaging.
After all, consumers today expect relevant, one-to-one communication via email and text, not just a first name in the subject line. That means offers and content tailored to their browsing history, purchase behavior, and preferences.
While online marketplaces offer convenience, brands that prioritize identity-powered, first-party data strategies can build richer customer profiles, deliver better personalization, and ultimately drive stronger engagement and higher sales.
Personalization: A Non-Negotiable for Sales Growth
According to our recent U.S. Consumer Insights Report 2025, shoppers across demographics have specific preferences that influence their buying decisions. The data reveals that price and exclusivity are major factors:
- 60% of both men and women shop directly from brands when offered better pricing or exclusive discounts.
- Boomers (78%), Gen X (60%), Millennials (48%), and Gen Z (48%) prioritize pricing when choosing where to purchase.
By leveraging first-party data, brands can craft hyper-personalized sales campaigns that align with these preferences, increasing customer acquisition and retention.
Maximize Opt-Ins for Direct Engagement
To build an owned audience, brands must incentivize customers to opt in to their marketing lists. The data shows that:
- 61% of women and 51% of men would subscribe in return for free shipping.
- Nearly half of consumers cite loyalty rewards as a compelling reason to join email and text lists.
By strategically offering these incentives through website pop-ups, checkout pages, and post-purchase messaging, brands can grow their subscriber lists and create direct sales channels outside of third-party platforms.
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Why First-Party Data is a Revenue Driver
Consumers interact with brands across multiple devices and channels, making identity resolution a game-changer for sales teams. Key insights include:
- 93% of women and 96% of men own smartphones, highlighting the power of mobile-first marketing.
- 37% of shoppers discover offers directly on a brand’s website, emphasizing the need for first-party data collection at critical touchpoints.
Despite these opportunities, only 5% of consumers plan to make most of their purchases directly from brand websites in 2025. This means brands must work harder to differentiate their owned channels with compelling, data-driven experiences that drive sales.
Sales Strategies for 2025: Turning Insights into Revenue
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Implement Identity Resolution for Personalized Offers:
Recognize anonymous visitors and serve them dynamic, relevant promotions that increase conversions.
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Enhance Email & SMS Engagement:
Email remains the top marketing channel (40%), followed by SMS (20%). Use segmentation and personalization to boost open rates and sales.
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Optimize Incentives for List Growth:
Use free shipping (56%) and loyalty rewards (48%) as targeted motivators to increase opt-ins and direct customer engagement.
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Strengthen First-Party Data Collection Across Channels:
Leverage AI-powered identity resolution to unify consumer profiles, ensuring a seamless and personalized shopping experience.
Brands that prioritize first-party data and identity resolution in 2025 will gain a significant edge in personalization, engagement, and revenue growth. Take control of your sales strategy by leveraging the insights from the U.S. Consumer Insights Report 2025 by Wunderkind.
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