Internet Retailing：在增强客户参与度的同时保护个人数据（英文版）（16页）.pdf

1、A white paper produced by InternetRetailing in association with Akamai Technologies I April 2020PROTECTING PERSONAL DATA WHILE ENHANCING CUSTOMER ENGAGEMENT How to manage PII and boost loyalty and retention HOW TO MANAGE PII AND BOOST LOYALTY AND RETENTION PAGE 2 OF 16Retailers need to develop ever-

2、closer relationships with their customers in order to win their spend and improve loyalty.Many are increasing investment in personalised retail efforts and structured loyalty programmes to help to achieve these goals.By better identifying their customers,as well as their individual needs,retailers a

3、re able to target them more specifically,boosting their propensity to spend in the process.Yet its become harder than ever to meet these goals.Privacy changes have impacted how retailers collect and store data,while consumer awareness over the role of data is also making them more aware of the value

4、 of the data that they can choose,or refuse,to share.Protecting personal data is key.Today,loyalty is built through many avenues.Traditional loyalty schemes go beyond mere points and prizes,with retailers often investing resources to engage consumers emotionally by offering unique,relationship-build

5、ing experiences or services.Think of John Lewis and its members-only shopping events and experiences,or Pets at Homes VIP scheme,which offers a range of benefits including one that aims to engage through empathy by allowing members to raise money for animal charities of their choice.Today,loyalty mu

6、st be driven by offering what the customer wants,when they want it.Its about building a relationship,not just a programme,so that the brand is top of mind for customers and that they are recommending you to others.But such a relationship requires knowledge.And knowledge requires data.So how have new