When I first heard someone say “CRM 3.0 is coming,” I’ll be honest—I almost rolled my eyes. Another industry term. Another “digital transformation.” But then I sat down with a few marketers who live and breathe this stuff. And… yeah, I changed my mind.
CRM 3.0 isn’t just real—it’s quietly reshaping everything we thought we knew about loyalty, marketing, and customer relationships.
Let’s break it down in plain English.
What Is CRM 3.0, Really?
In the old days, CRM meant tracking purchases and maybe sending the occasional discount. Then it became about points, loyalty tiers, and email automation.
Now? CRM 3.0 is about using real-time data and AI to deliver meaningful experiences that actually make customers feel understood.
“It’s not just about points and loyalty cards anymore,” says Jodi Lanzi, EVP at Digitas. “It’s about using information to deliver better experiences—experiences that create true loyalty. We’re moving from like, to love, to lasting relationships.”
And honestly, that sounds way better than just chasing open rates or discounts.
Retail Media: From Background Player to Star of the Show
You’ve probably noticed it. Suddenly, retail media is everywhere. Amazon kicked it off by blending retail with tech and ad targeting. But now, even unexpected players—like United Airlines—are joining the party with their own media networks.
Quick sidebar: yes, airlines are now ad platforms. 2025 is weird.
But here’s the nuance: retail media isn’t the same as commerce media.
- Retail media = Retailers using their own data to advertise to you, on and off their site.
- Commerce media = Think Instagram posts where you can buy with a tap.
Both are connected. Both are booming. And both are now essential to how we build loyalty in CRM 3.0.
AI Isn’t Just Buzz—It’s the Brain Behind Personalization
Let’s say you’re shopping online at Walmart. Instead of seeing a generic homepage, what if you saw a layout designed just for you—featuring skin-sensitive shaving cream because you bought the regular kind last time?
That’s AI-powered personalization—and it’s no longer science fiction.
Amazon’s new AI agent, Rufus, already analyzes tens of thousands of reviews to tailor recommendations. It’s a hint of what’s next: a world where your digital assistant buys from their digital assistant.
CRM 3.0 leans into this intelligence. It’s no longer about broadcasting messages—it’s about letting machines do the smart matchmaking behind the scenes.
But Let’s Talk About Measurement—Because Without It, None of This Sticks
Here’s the catch: none of this cool tech matters if you can’t prove it works.
Lanzi puts it plainly: “If you don’t show the power of it through measurement and outcomes, we won’t see the money continue to flow.”
Amazon’s way ahead here. Their measurement tools are top-notch. But most retail media networks? Still playing catch-up. And the industry is still lacking universal standards, which makes it hard to compare apples to apples.
The IAB is working on this, but we’re not there yet. Brands should keep pushing for consistent metrics—or risk wasting budget on good-looking dashboards that don’t drive results.
First-Party Data: The Secret Weapon for CRM 3.0
Cookies are on their way out. That means your own data—first-party data—just became priceless.
If you don’t have a strong “identity spine,” you’ll struggle to train your AI, personalize experiences, or build loyalty at all.
Media companies without unique data are sweating. Meanwhile, brands that have been collecting clean, structured customer info? They’re about to take the lead.
CRM 3.0 isn’t just about owning your data—it’s about knowing what to do with it.
Rethinking the Marketing Stack: Build What You Need
Here’s a refreshing reality check: you don’t need every martech tool on the planet.
“It depends on the organization,” says Lanzi. “If you just need mass reach, maybe you don’t need all these end-to-end software solutions. But if you want personalization and efficiency, you absolutely do.”
There’s a clear shift happening: more brands want cloud-based, bring-your-own-data setups that give them transparency and control. No more black-box platforms. No more overbuilt tech stacks.
CRM 3.0 favors brands that build lean, smart, and scalable.
Commerce + Storytelling = The Real Secret Sauce
People don’t just buy products. They buy stories.
CRM 3.0 ties commerce directly to brand storytelling. That means instead of shoving offers into email blasts, smart brands are weaving shopping moments into authentic narratives—whether on TikTok, YouTube, or your homepage.
“People buy stories,” Lanzi says. “Without that authenticity, consumers won’t engage.”
So no, CRM isn’t just “lower funnel” anymore. It’s part of the whole journey—from spark to story to sale.
Final Thought: It’s All Converging—Fast
This isn’t just about CRM. It’s not just media. Or AI. Or personalization. It’s all of it. Together. And the brands that can see the whole picture are going to win.
“CRM is having a major blow-up moment,” Lanzi says. “It’s going to be the engine of the next wave of brand growth.”
So yes—fasten your seatbelts.
CRM 3.0 isn’t coming. It’s already here.