- Written by: Tom Martin
on Jun 10, 2018
Post GDPR announcement, we saw how existing eCommerce platform providers elaborated on the cumbersome process of locating, securing and accessing customer data. Some vendors even detailed out the cases where they cannot provide you the data. Apparently, your customer data was stored within different regional database servers. Added to this was the data copies stored within multiple applications. locate and secure the personal data of a single individual seemed time consuming and complex task with the existing ecommerce infrastructure. Not to forget, getting customers the access to their own information was a completely different issue and would involve a long bureaucratic process. This was corroborated by retailers who spoke to us at IRX 2018, where Tom Martin, our esteemed partner presented on “Customer analytics in the age of GDPR”.
GDPR concerns discussed by the retailers compelled us to share our experience of helping a top UK retailer become GDPR compliant within a few days.
About The Fragrance Shop (TFS)
The Fragrance Shop, just like you, were concerned about the latest GDPR regulation that were to come into effect on the 25th May 2018. With a revenue size of over £120 mn, and online revenue amounting to 20% of the total revenue, their business thrives on customer data as well as the degree of trust on their brand. While, the fragrance retailer intended to offer personalised customer experiences across brands – Scent Addict, The Fragrance Shop and Indulge Beauty, they also wanted to be highly transparent to their customers. GDPR was not just a regulation, but an opportunity for them to achieve this transparency.
GDPR implications on TFS online stores
The Fragrance Shop and its brands created a fresh policy to adhere to communication clauses laid down in the GDPR, clearly defining the What, Where, When and Why for the personal data captured.
What all information was collected
Lawful reason to collect the data
How would it be used
To whom would it be distributed
Where will it be stored and for how long
Everything was clearly laid out without any hidden caveats or legal jargon. The Fragrance Shop also created a mechanism for the customer to easily withdraw their consent.
Simple Modifications at the Back-End
|All personal data related to an individual must be correctly mapped across data locations, repositories and applications.||Identify all the data repositories where the customer data is stored in the business.|
|This includes data copies and data distributed to the third-party data controllers.||Collate the customer data spread across different internal applications, systems, data servers and third-party applications.|
|A process had to be put in place to furnish this data to customers, on request, and in electronic format.||Mapping all this data to the identifiable single record of customer|
However, with Omnicx, The Fragrance Shop did not have to deal with these challenges.
How did we solve the Data Mapping issue?
It’s by Design - Omnicx includes a global data platform to capture and manage all data from any customer interaction.
The data is managed in a central secure location without duplication or fragmentation across different applications or repositories.
The data is accessible to the business to create personalised experiences, dynamic promotions and enriched customer service interactions.
Built on Omnicx platform, The Fragrance Shop had instant access to customer data, without the hassle of requesting data from disparate providers.
We placed data accessibility in the hands of the customer
Again, this was done by Design – All the websites built on Omnicx have the capability to give complete access to personal data of customers through their registered account.
The customers can log-in to check all of their personal data – explicit and implicit.
- Explicit – all the information customers have provided themselves.
- Implicit – all the information captured by the data platform – products browsed, searches, brands viewed – essentially the complete browsing history.
With Omnicx, our clients are not dependent on cumbersome processes to access and secure customer data. The user has full access to the complete history of activities with the capability to view, download and even delete all the data – if desired. this is done in a self-service mode, without any extra burden on the customer service team and without any dependency on the IT teams.
So, The Fragrance Shop had to do nothing?
We Did. We extended our Customer 360 API to give restricted access to the customer personal data on-need basis to all the third party systems to avoid any duplication and promote traceability of data between applications.
The internal access policies were defined for accessing customer data only on-need basis which was easy to implement since all the customer data was centrally located in a single repository and accessible through the API.
But that’s all we needed to do.
Modifications to Website Interface
The Consent clause, access and erasure clause required some changes at the front end of the Interface.
The Fragrance Shop must obtain explicit consent for all marketing activities.
The Fragrance Shop must obtain explicit consent to collect information at Checkout.
Omnicx strives to support our customers throughout the association. We helped The Fragrance Shop to customize the Front-End Interface for all brand sites.
The Fragrance Shop
GDPR compliant within a week!
The Fragrance Shop began their customer campaign on GDPR and showed their customer base that they were a brand that could be trusted to act responsibly when it comes to dealing with personal data.
The Fragrance Shop achieved GDPR compliance within a week.
How are you dealing with GDPR compliance and your ecommerce vendors? Do you have any unresolved issues/queries we could help you with?
Write to us or call us for any queries at: email@example.com / +44 203 129 2722.
To know further about GDPR, check out these links:
- GDPR Checklist
- IRX Presentation