Earning Consumer Trust in the Age of Data Security

Consumers and retailers need to think about the implications. If you ask for permission to collect and use both personal information and purchase history, how will you build trust with consumers if you cannot secure their personal information? While securing data is important, how you use it for consumer engagement is just as important. Consumers will trust you only if you use their personal information to create an intimate and personal experience. If you use data that they didn't give permission to you to share (or even data they didn't realize they gave you permission to share), you will have violated their trust. The result could be pushback to the sharing of information and even loss of business.