Monetizing Data – Unlocking the Full Value of Customer Insights

Retailers have long been sitting on a goldmine. It’s not on the shelves or in the supply chain - it’s in the data they collect. Specifically, the data that tells us not just what was bought, but who bought it, why, and what they might buy next.

As the industry pivots from being transaction-centric to customer-centric, the ability to commercialize this data - ethically and strategically - offers one of the most exciting new revenue frontiers for grocery and retail businesses.

The Era of Customer-Centric Retail Is Here – understand behaviors, not baskets

Let’s be blunt: sales data is a lagging indicator. It's useful, but it tells you what has already happened. To grow category performance, optimize promotions, and truly engage customers, you need to understand behaviors, not just baskets.

Enter customer-level insight, powered by loyalty programs, POS systems and AI-driven analytics platforms like 11Ants. When connected and activated intelligently, these data streams offer a 360-degree view of the customer: how they shop, what motivates their choices and how they respond to campaigns.

And this intelligence isn’t just for internal optimization anymore, it’s become a valuable commercial asset.

Turning Customer Insight into Revenue

Retailers around the world are waking up to the idea that customer data is a product. When properly packaged and governed, it’s something suppliers will pay for - gladly.

Why? Because it allows them to:

• Understand which customers are buying their products, and how frequently

• See what else is in the basket

• Analyze performance across stores, regions, and channels

• Measure the real impact of promotions - not just immediate lift, but long-term brand loyalty

For consumer goods brands, this is the missing link. Traditional scan data tells part of the story. But access to customer-level behavior data gives them the strategic clarity to invest smarter and co-create more effective in-market activity.

And for you, the retailer? This can mean tens of millions in high-margin, recurring revenue.

From Data Exhaust to Data Asset

Historically, the ‘data product’ offered by many retailers has been… underwhelming. Scan data, shelf fees or untargeted email blasts just don’t cut it anymore. Leading retailers are now offering a much more robust proposition:

• Secure, anonymized access to loyalty-powered customer data

• Intuitive tools for self-service analysis (no analyst needed)

• Clear tiering of access levels by supplier type

• Integration with media channels for closed-loop measurement

Platforms like 11Ants make this not only possible, but also scalable. The model is clean: suppliers pay a license fee, get access to rich insight (only within their category) and everyone benefits. You maintain control of the narrative - and the revenue.

No data scientists? No problem. The platform's design means anyone from a category manager to a supplier brand director can self-serve insights without technical support.

Retail Media Is Just the Beginning

Retail media networks have been all the buzz - and rightly so. They're a powerful way to monetize first-party data via ad inventory across digital and physical channels.

But let’s zoom out.

Retail media is one piece of the puzzle. True data monetisation connects insight to action and then back to insight. That loop—understand > target > measure > learn—this is where sustainable value lies.

And when your suppliers can participate in that loop? Their investment increases. Their innovation aligns with your strategy. And your offer becomes more relevant to the customer. That’s a competitive moat.

Collaborative, Not Transactional

Data monetization isn’t just about selling access. The biggest wins come from building a more collaborative retail-supplier ecosystem.

Think joint business planning fueled by shared insights. Think category reviews where everyone’s working from the same data playbook. Think smarter promotional plans where poor performers are weeded out and the winners are scaled.

With 11Ants, this becomes practical. Suppliers can self-serve reports, build customer audience segments, and understand brand/category performance in real-time. And because you control what they see, you’re never exposing anything you don’t want to.

Risk? Handled.

Worried about over-sharing? Fair. But modern platforms make it easy to configure what each supplier can access. From anonymizing competitor data to hiding margin details, it's all controllable at the click of a button.

Security - check, compliance - check, governance - check. Plus, there's no need to share personally identifiable information (PII), so customer trust stays intact.

How to Get Started

Standing up a data commercialization program might sound complex, but with the right partner, it doesn’t have to be. Here’s a simplified roadmap:

1. Discovery: Align internally on goals, values, and what you’re willing to share

2. Governance: Create a cross-functional team with clear ownership

3. Business Case: Map out the revenue model (licensing, audience sales, etc.) and internal benefits

4. Platform Setup: Deploy a tool like 11Ants to operationalize the insight layer

5. Supplier Onboarding: Launch with early adopters, refine, and expand

6. Measure and Iterate: Keep the flywheel turning—insight > action > insight

Why This Matters Now

Margins are tight. Competition is intense. And customer expectations are sky high.

Retailers who can monetize insight, not just inventory, are carving out a smarter, more profitable future. Not by becoming data companies, but by using customer intelligence as a multiplier for everything they do.

Suppliers want in. They’re actively looking for ways to get closer to the customer. You can be the bridge - and get paid for it.

Final Thought:

You’re already collecting the data. The next step is unlocking its value - not just for your team, but as a product your suppliers will line up for. With the right strategy and the right technology, customer insight becomes one of your most profitable assets.

Ready to commercialize your data? Let’s talk.