DSGV-Oje? The new data protection rules offer online retailers these advantages
The challenges that the GDPR poses for store operators are well known. The workload in particular is immense. Creating a processing directory, adapting the privacy policy, reviewing contracts with service providers and much more is currently on the agenda. On the other hand, however, there are also a number of positive aspects that the new rules bring - we are all consumers. The primary aim of the GDPR is to offer consumers more transparency and protection with regard to their personal data. Retailers are also online shoppers themselves and benefit from a high level of data security - security creates trust. Online retail is growing steadily, with an increase of almost eleven percent in 2017. Nevertheless, there is always room for improvement. More security for personal data may still convince older customers in particular to shop online - Score points with a reputable image. Everyone is currently talking about the GDPR and consumers are also aware that data protection will play a greater role from May 25. In general, the handling of personal data cannot be strict enough from the customer's point of view, giving you as a retailer the opportunity to present yourself as particularly reputable and customer-friendly when it comes to handling personal data.
- Guest orders can increase conversion. The new regulations oblige retailers to allow guest orders. This is certainly a controversial point, as the customer account is better suited to customer loyalty. However, consumers often just want to be able to place an order quickly and without obligation, especially in unfamiliar stores, which is why the guest order option may open up new customer groups. In addition, online shoppers generally love freedom of choice. If there is a button to create a customer account and one for guest orders, consumers have the feeling that they are free to make their own decision. The same applies here as for guest orders: consumers want to order quickly and easily instead of having to fill out long forms. The economical data collection required by the GDPR plays into your hands as a store operator: you may miss out on data that you can use for marketing purposes, but on the other hand you will gain customers who will thank you for the uncomplicated purchase. Yes, the GDPR means work at first. However, it also offers you the opportunity to bring your own knowledge of data protection up to date and to adapt your online store to the new regulations on a broad basis and protect it from warnings.* This article was created in collaboration with Trusted Shops.
- Guest orders can increase conversion. The new regulations oblige retailers to allow guest orders. This is certainly a controversial point, as the customer account is better suited to customer loyalty. However, consumers often just want to be able to place an order quickly and without obligation, especially in unfamiliar stores, which is why the guest order option may open up new customer groups. In addition, online shoppers generally love freedom of choice. If there is a button to create a customer account and one for guest orders, consumers have the feeling that they are free to make their own decision. The same applies here as for guest orders: consumers want to order quickly and easily instead of having to fill out long forms. The economical data collection required by the GDPR plays into your hands as a store operator: you may miss out on data that you can use for marketing purposes, but on the other hand you will gain customers who will thank you for the uncomplicated purchase. Yes, the GDPR means work at first. However, it also offers you the opportunity to bring your own knowledge of data protection up to date and to adapt your online store to the new regulations on a broad basis and protect it from warnings.* This article was created in collaboration with Trusted Shops.
