Creative Real-World Examples of Zero-Party Data Collection From Brands and Retailers

Collecting zero-party data isn’t just about gathering customer info — it’s about engaging customers in a fun and respectful manner while adding value to their lives.

For brands willing to get creative and experiment, the payoff can be huge: You get direct, insightful data, a more engaged audience, and the chance to build loyalty by respecting privacy from the start.

This post covers some common ways to collect zero-party data and spotlights examples from real-world brands.

10 Ways To Collect Zero-Party Data

Unlike first-party or second-party data, the whole premise of zero-party data is collecting insights directly from your customers — straight from the source. This means employing tactics that respectfully dig into shoppers' preferences, interests, and characteristics.

1. Interactive Quizzes

Everyone loves a quiz. They provide an engaging and fun way for customers to share information about their preferences and are often used by brands to suggest personalized product recommendations or segment users based on quiz outcomes.

2. Surveys and Polls

Feedback via surveys and polls is the most straightforward way to collect zero-party data, especially because you can engineer the surveys to include information you want and need. You can share surveys via email or create a conversational pop-up on your website, including questions about product features, lifestyle interests, and even customer service expectations.

3. Preference Centers and Accounts

While it’s always a good idea to offer a guest checkout option, allowing customers to set up their own accounts on your website is an invaluable way to learn more about them. Here, they can have total control over what content they receive and how often. 

4. Onboarding Questionnaires

The moment a customer signs up for your product or service is the moment you should double down on zero-party data collection. This is the perfect time to ask about their needs, goals, and interests. For example, a fitness brand might ask its customers about their current fitness level, their goals, and their workout preferences so it can share more personalized plans.

5. Product Recommendation Tools

Tools that suggest products based on user-selected preferences let you collect zero-party data about the product types and categories individual shoppers like most. These tools might ask about size, color, style, or occasion, giving you useful data while simultaneously improving the shopping experience.

6. Contests and Giveaways

Hosting contests or giveaways has plenty of benefits: You can reach new people, promote new product lines, and build a buzz around your brand. But they’re also great for collecting zero-party data. As well as taking the opportunity to learn more about your audiences’ product preferences, you can ask questions about their location and how they discovered your brand.

7. Social Media Polls and Q&As

Lots of brands use native social media features like polls or question boxes to ask for customer opinions. These are relatively low-effort interactions for users but can give you access to valuable feedback. 
For example, you might use the poll sticker on Instagram Stories to discover whether shoppers prefer the red or green version of your latest product.

8. Post-Purchase Feedback and Reviews

Customers who have just bought from you are well-primed to share their feedback. After a short pause to let new buyers use and enjoy their products, you can ask for feedback about the shopping experience and the product itself. Take this opportunity to learn why a shopper chose your brand over another and to discover their likes and dislikes. 

9. Email Campaigns

Email provides a safe, private space for customers to share their thoughts with you. Use automated email campaigns to learn more about shoppers, whether it’s which products they prefer or an insight into how they use your products.

10. Loyalty Programs

Loyal customers are more likely to share their data with you because they trust you, which is why your loyalty program is a hotbed of zero-party data. You can learn everything from how often shoppers buy from you to which products they spend their points on.

Creative Real-World Examples of Brands and Retailers Collecting Zero-Party Data

Let’s take a look at some of these zero-party data collection methods in action.

MeUndies’ Communication Preferences

Image Source: MeUndies

When shoppers create an account with MeUndies, they’re prompted to share their communication preferences with the brand. This gives MeUndies insight into how to contact each individual customer. 

Sephora’s Loyalty Program

Image Source: Sephora

Sephora’s Beauty Insider program rewards customers who continue to buy from the brand. When someone signs up, all their information is stored in their loyalty account, so Sephora can see where they live, what products they buy, and their loyalty level.

Drunk Elephant’s Account Registration

Image Source: Drunk Elephant 

New customers can add their personal information to their Drunk Elephant account. Here, the brand has detailed insight into demographic data about their customers as well as their preferred product lines. 

Kopari’s Product Finder Quiz

Image Source: Kopari

Kopari helps shoppers find the right products, but at the same time, it’s collecting crucial data about its customers. As shoppers move through the questions, Kopari learns what products they prefer and their core attributes, like skin type. 

Sundays’ Post-Purchase Review Capture

Image Source: Sundays

Sundays sends an email out to all recent shoppers asking them to share their feedback. This gives them insight into how shoppers found the overall experience and presents the opportunity for customers to share more detailed, qualitative data. 

Letterfolk’s Social Media Polls

Image Source: Letterfolk

Letterfolk uses its Instagram account to learn more about its customers. As well as asking “this or that” questions, it regularly runs polls to discover which products customers want to see next. 

How To Build Zero-Party Data Collection Into Your Existing Operations

Building zero-party data collection into your existing operations doesn’t have to be complicated. It’s more about integrating a few smart touch points than overhauling your entire approach.

Start by looking at the natural points of engagement your brand already has with customers — think onboarding, post-purchase emails, and website visits.

These moments are perfect for adding a question or two that gathers insights about customer preferences or expectations. For instance, you could add a quick “Tell us what you’re looking for” question on the homepage or introduce a short quiz that recommends products based on the customer’s style or needs.

Next, make it easy and rewarding for customers to share their preferences.

This could mean offering them choices in a preference center, using social media polls, or even personalizing their post-purchase emails based on their feedback.

When customers feel their input genuinely shapes their experience, they’re more likely to share helpful information. You can also automate some of these processes to streamline data collection and analysis.

But remember: Be transparent about why you’re collecting this data and how it benefits the customer. Clear communication builds trust and sets you up for stronger, lasting relationships based on mutual understanding and respect for privacy.