In an era without third-party cookies, the value of retailer first-party data via loyalty programmes is skyrocketing. The panel explores how brands and retailers are evolving their loyalty data strategies, covering how companies like Boots are innovating within this space using loyalty data to enhance customer and brand experiences and how brands are working with retailers to gain key data. The panel discuss how differentiating loyalty programmes can compete in a crowded market and provide practical advice for those looking to leverage retail media and first-party data effectively.