Simplified privacy compliance for retail and ecommerce

In “The Person Behind the Data,” a survey of 5,000+ consumers across the US and UK, we asked people what data practices impact their purchase intent. When it comes to retailers, consumers are most concerned about data sharing practices. When people buy from your business, are you transparent about what happens to their data? Giving customers visibility and control will increase purchase intent with your brand.

Second only to data sharing practices, consumers claimed data minimization practices as the second-most concerning data practice among retailers. Data minimization means asking only for as much data as is needed. Consumers are leery of retailers who ask for large amounts of data, especially before establishing a relationship. Delivering contextual consent experiences—asking for specific data in the context of the buyer journey, gradually—is a great way to humanize your customer relationships.

To comply with modern privacy regulations (like CCPA/CPRA in California), collecting consent preferences from your customers is only half of the consent and preference management equation. The second half is enforcing those preferences. Are you reflecting people’s privacy choices across your data systems and apps, ensuring their preferences are respected everywhere?Smart, privacy-centric brands will stop making hollow customer promises, and shift to creating collection and usage strategies that respect people’s choices everywhere.