Privacy Matters: Co-op Databases and Consumer Privacy

Provide options. As consumers’ opt-out wishes broaden, the ability for any marketer to contact those consumers lessens. Many consumers will be satisfied with knowing the name of the co-op or source; others don’t want to hear from a particular cataloger again. Still others will want their names removed from the database and not rented to other catalogers. And a few will want to contact the co-op directly. Listen to what your customers want. Show you understand by offering options and responding to their specific request.