Case Study: Kmart achieves 200% increase in consenting customers and privacy-first personalisation with Tealium

Kmart and Tealium put consent first to tackle the personalisation-privacy paradox

Kmart partnered with Tealium and Deloitte Digital to address the personalisation-privacy paradox: rising consumer expectations for tailored experiences alongside tighter data-privacy regulations. The retailer needed a centralised consent management solution that gave customers clear control of their data while enabling compliant, personalised activations across all channels.

Using Tealium’s CDP, Customer Data Hub and IQ Tag Management, Kmart built a first-to-market consent platform—featuring unauthenticated cookie and authenticated consent, a proprietary four-state logic, 90+ business/technical rules and 33 user flows—plus a centralised Consent Centre and specialist Deloitte Digital consulting to accelerate rollout. The privacy-first solution democratised consent across systems, improved audience quality and operational speed, and drove a 200% increase in Kmart’s consenting customer base, boosting relevance and conversions.

Kmart

Photi Orfanidis

Architect, Marketing & Loyalty Technologies