Shifting consumer habits and seemingly inexhaustible developments in technology for the masses mean that businesses now have access to information about how their customers tick as never before. In this brave new world, businesses need to develop and use astute data marketing techniques and analysis in order to deliver a seamless offline and online service and experience to their customers, regardless of where they are located and the channel through which they choose to engage with the brand.
For businesses which operate in multiple countries and/or which use franchising as a tool for expansion, being consistent and "joined up" is becoming more necessary than ever – not just to reap the benefits of the customer loyalty dividend but also as a way of reducing the risk of brand damage and the legal liabilities emerging under new legislation.
Our data protection specialists have prepared a briefing paper on this topic which discusses the opportunity and key issues which need to be considered.
To read the full briefing paper please download our PDF here.
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