The internet is an ever-evolving landscape, with new laws and practices being introduced all the time to affect digital communications. The 25thof May marked the one-year anniversary since the European Union’s General Data Protection Regulation (GDPR) came into effect, but just how has it changed the landscape for business over the past year?
GDPR is a term that has made many SMEs feel a little uneasy in recent months, as the mild panic to update privacy policies and play by the rule book on storing personal data has really begun to take hold. Perhaps the most significant element to the new regulations is the importance placed on consent and how that is communicated to consumers. Data must now be requested or ‘opted-in’ by the individual.
The impact this has had on loyalty schemes in particular is that the already existing database of members will often need revisiting. Customers will need to receive a request for their data which is fully in compliance with GDPR, if they haven’t already. This request must include explicit details on what the personal data will be used for and whenever there will be any changes to this. This shift in personal data regulation essentially places the power back in the hands of the consumer, allowing them to choose where and when their data is shared.
We know how important it is to provide businesses with excellent ready-made marketing opportunities here at Loyalty Pro, which is why our loyalty schemes provide a fully GDPR compliant database of their customers’ data. This database is also fully backed up and protected by us. This collected data can then be used in a series of tailored marketing campaigns, such as offering customers discounted offers for birthdays or issuing vouchers for their loyalty.
Our secure online portal also has a facility which allows cardholders to request for all their personal data to be deleted – as and when they choose. We also have an auditable procedure which removes or anonymises all personal cardholder data relating to transactions of clients who wish to end their loyalty schemes.