Shopper Marketing Minute: Data Collection & Privacy

In this episode I discuss the collection of shopper data and privacy. As a shopper marketing consultant, I deal with dozens of companies who collect data from shoppers who opt-in through mobile apps, contests and newsletters and then use the data to market to shoppers in ways that meet or exceed local anti-spam and privacy laws. But what should happen to companies who do not meet legal requirements.

Recently, it was determined by federal privacy commissioners in Canada, Cadillac-Fairview, the largest shopping mall owners in Canada, was investigated and determined to have broken privacy laws in 2018 for their use of facial recognition technology to collect images of 5 million shoppers WITHOUT CONSENT. Privacy advocates (and me) are outraged Cadillac Fairview were not fined even though they removed the technology and deleted files 2 years ago.

But what is most surprising, is shoppers attitudes towards the privacy breach with more than one person suggesting “it’s disappointing, but it should be expected in the 21^st century”.

Have an opinion?  Let me know.

If not, see you next time.