Shopper Marketing - October 2016 - 30
Many don't want to talk about it in the shopper space,
but these experts divulge what retailers know about specific
shoppers and how information needs to be protected
By Dawn Klingensmith
etailers have a vested interest in keeping
shopper marketing data away from prying eyes. They likewise have a vested interest in safeguarding consumers' financial information against trust-eroding security
breaches. But are retailers doing enough to
protect data and address the risks associated
with capturing, storing and crunching it?
Retailers we approached weren't eager to
discuss their security measures - "The first rule
of security is you don't talk about security,"
said one exec - so we posed our questions to
y SHOPPER MARKETING OCTOBER 2016
industry observers and insiders, including two
former supermarket executives.
What types of data do retailers collect
and do they require different levels of
MARK HERTENSTEIN: Retailers collect shopper data in two forms requiring two different
levels of security. The first is transactional data,
which holds all the information regarding how
many of Product A am I selling versus Product B or C. It's critical information for the re-