Six Shining Examples of GDPR Brilliance
By Nelson Jordan on 9th February 2018
GDPR, like Brexit, is coming – like it or not. With the countdown to 25 May well and truly on, here’s our pick of the brands that have already got GDPR covered. Hats off to them all.
1. Manchester United
A lot of the GDPR talk is about online usage of data (storage and access to email addresses), prompting most companies to only talk to their customers about GDPR on their digital channels.
Not Man Utd. This global juggernaut of a brand is cleverly using a physical medium to display the all-important ‘opt-in’ message to a mass audience.
It would appear that marketing, advertising, data and commercial teams have come together to tackle what is an enormous issue for football clubs throughout Europe.
It’s clear that senior management at Man Utd have appreciated the importance of GDPR and are willing to allocate resources that normally bring them commercial revenue for alternative purposes – putting long-term goals and customer relationships over short-term commercial needs.
2. Ametros Group
Ametros has provided information with a link to its full policy, with easy-to-understand, succinct language – so you’re in no doubt as to what you’re agreeing to and how your data will be used.
Interestingly, they haven’t used an opt-in tick box; we hope they won’t be using this information for marketing purposes, other than a call-back.
The people at Selfridges have thought of everything. They’ve referenced that consent, and the information you provide, could be used for a variety of marketing efforts, including email and online advertising (likely display and social).
They’ve also noted that email content may be tailored to individuals, based on behaviour.
This is simple, but all-encompassing. We like it.
4. Jimmy Choo
Jimmy Choo has been very specific here, and they have picked up that tailored/personalised advertising is a key part of GDPR. It’s to the point, yet thorough too.
We like this ‘one-click unsubscribe’ approach – straight from the email. No survey to find out why you’ve unsubscribed, or hoops to jump through along the way. There’s a lot to be said for keeping things simple.
We love the way Jetsetter lets you pick how often you can hear from them. This should reduce unsubscribes and keep customers happy. Importantly, there’s also an option not to receive any email whatsoever.
The author: Nelson Jordan is a digital marketing specialist at WPR. Google accredited and a ConversionXL Certified Optimiser, the most prestigious course in the Conversion Rate Optimisation industry, Nelson’s experience includes Bosch, Mazak, Greene King and Pyrex.