Zero-party data is information a customer deliberately shares with a business about preferences, intentions or personal context.
How it works in retail
Examples include answers to a style quiz, stated size preferences or a desired shopping occasion. The term distinguishes declared information from behaviour inferred through tracking.
A retail example
A shopper tells a beauty retailer that they prefer fragrance-free products and asks to see suitable recommendations.
What to keep in mind
Declared preferences can change. Explain the purpose of collection and provide a way to update information; voluntary sharing is not blanket permission for unrelated uses.
Examples are illustrative. Terminology and measurement conventions can vary by business and market.