How Brands Are Dominating with CDPs

Let’s get one thing straight: when we talk about CDPs (Customer Data Platforms), we’re not just talking about techy acronyms or another marketing buzzword. We’re talking about how brands, are using data to turn casual buyers into loyal customers who don’t just shop but stick around.

And guess what? Your dealership could be doing the same.

Let’s take a closer look at how CDPs are powering up industries like grooming, sneakers, fitness, and tech, then circle back to why Activator's CDP is built to bring that same power to the showroom floor.

Grooming: Shave Clubs and Beard Balms That Know You

Take Dollar Shave Club. You sign up once, and suddenly, it feels like they’re inside your bathroom cabinet. They know when you’re low on razors when you skipped a refill, and when it’s time to toss in some post-shave lotion. That’s not luck. That’s a CDP.

They use behavioral data, your order history, engagement with past emails, and frequency of reorders to trigger personalized reminders and offers. It’s part of why the men’s grooming market is projected to hit $115 billion by 2028. This personalization isn’t a “nice-to-have” - it’s the expectation now.

And let’s be honest: if a razor company knows when it’s time to follow up, your dealership should know when a lease is expiring, or a customer hasn’t been in for service in 12 months.

Apparel & Sneakers: Knowing Your Size Before You Say It

Nike isn’t just selling shoes—they’re selling experiences. Through its direct-to-consumer model, which brought in $21.3 billion in revenue in 2023, Nike uses CDPs to tailor every touchpoint: exclusive sneaker drops based on browsing behavior, personalized size suggestions, and loyalty rewards triggered by past purchases.

It’s the same for other brands targeting men in athletic apparel or streetwear. They segment based on shoe size, sports interest, buying frequency, even how you interact with their app. All of this lets them serve up content that feels curated just for you.

The lesson? CDPs give brands the ability to market with precision. This is something auto dealers need when deciding who to send that buyback offer to and who’s just kicking tires.

Supplements & Fitness Gear: Fueling Habits, Not Just Sales

CDPs also power performance in the fitness and nutrition space. Think Onnit, Jocko Fuel, or Rogue Fitness. These companies aren’t just shipping protein powder and kettlebells—they’re tracking reorder cycles, workout goals, and cart behavior to stay one step ahead.

The supplement market alone is worth $59.5 billion in the U.S., and CDPs are the quiet force helping these brands recommend a new product stack before your current one runs dry. It’s all about retention, not just acquisition.

Just like with auto service, don’t wait for the oil light to come on. A smart CDP should help you trigger a reminder, a coupon, or an upgrade offer before the customer even thinks to ask.

Tech & Gadgets: From Engagement to Anticipation

CDPs are also the secret weapon behind brands like Manscaped, Fitbit, and Whoop. Whether it’s tracking device usage or predicting when your trimmer needs a new blade, these companies lean on first-party data to anticipate needs.

They don’t just sell products—they sell convenience and connection. They send relevant, timely messages based on user behavior. That level of personalization turns users into brand loyalists.

In a world where most guys don’t want to think too hard about their next purchase, automation + relevance = loyalty. Sound familiar?

Bring It Home: What Automotive Can Learn... and Leverage

Here’s where this all connects.

Most dealerships are sitting on more data than any beard oil company or sneaker brand could dream of. You’ve got lease terms, purchase history, service intervals, preferred contact methods, and website leads… but if it’s all trapped in silos, you’re just watching revenue slip through the cracks.

That’s where Activator's CDP comes in.

Activator is a great automotive solution to the CDP question, designed specifically for dealerships. It unifies customer data from your DMS, transactions, and marketing channels. Then, it powers audience multichannel marketing and activation that feels like the brands we’ve just been talking about.

Activator by the Numbers:

• 19.1M customer records processed
• 1.4M duplicate profiles identified and managed
• 10.2M invalid emails suppressed
• 30 days to activation!

[Source: Activator CDP Performance Report, 2025]

Final Thought

If beard balm and BCAAs can use data to earn trust and drive loyalty, your dealership absolutely can too.

The future of automotive marketing isn’t about louder ads; it’s about smarter, more personal experiences. It’s about knowing your customers the way Nike knows a sneakerhead or Dollar Shave Club knows a five-o’clock shadow.

CDPs are the backbone of modern loyalty, and Activator is built to leverage that muscle for your dealership.

Want help using your data like the pros? Book a demo, and let’s get your store running like a brand that knows its customers better than anyone else.