The experience of brands in China offers important lessons on customer retention in a cookie-free landscape, where social media and full-funnel online experiences rule.

Why it matters

Advertisers have long been living in a cookie-less world in China, where the convergence of social and commerce on super-apps such as WeChat and AliPay mean they look to create holistic user journeys that serve their target communities and engage them in fun, community-oriented ways.  These approaches are crucial to customer retention in China and can offer useful lessons for brands in Western markets, according to Matthew Nolan, General Manager at Mindshare China,...