Shopper Marketing - October 2016 - 36


VIRTUAL ROUNDTABLE: DATA SECURITY

" The winners will be the retailers that understand
the future belongs to companies that respect
consumer privacy and data security as a core
business value."
Fernando Bohorquez, BakerHostetler

a brand remote, web-based access into a certain segment of data, separate from the core
database, so that they can do some analysis or
look at promotional effectiveness and those
kinds of things. But, typically, that data is not
attached to a name and address. It's hard for
me to think of any retailer that would allow a
third party to have both the shopper data and
the customer information in their control.
GIRARD: Disreputable retailers, on the other
hand, might sell the data for profit to advertising or database firms. I remember entering
a sweepstakes offer and all of a sudden I got
bombarded by junk email. Somewhere in the
terms and conditions, they may state with fine
print that customers are agreeing to receive
marketing communications from affiliate companies.
What are some of the security trends and
challenges you see for retailers on the
horizon?
BOHORQUEZ: Everything and everyone is going mobile, and retailers are increasingly leveraging mobile technologies. More and more retailers are using in-store web beacons and similar technologies to track consumers' in-store
location data, analyze consumers' purchasing
36

y SHOPPER MARKETING OCTOBER 2016

activity, and push relevant, real-time, in-store
promotions. Along with that comes the responsibility to alert shoppers that tracking technology is being used and provide them with
opt-out instructions. Consumers' concern with
privacy and data security is sure to increase as
commerce and marketing increasingly moves
into the mobile space and as companies begin
to leverage the Internet of Things and related
technologies to communicate with consumers
in real time and on location.
LUNDE: The Internet of Things is about to
explode and that creates so many potential
hack points, so security needs to be developed
around that. The economy is built on big data.
Kroger and Amazon already realize that their
data is more valuable than the products they're
selling because it informs their business decisions. But if there's no data security, the system
breaks down because if people don't trust the
system, they'll figure out an underground way
to do business. Big data is like paper currency;
its value depends on trust.
BOHORQUEZ: The winners in this emerging
bricks-and-mobile marketplace will be the retailers that understand the future belongs to
companies that respect consumer privacy and
SM
data security as a core business value.



Table of Contents for the Digital Edition of Shopper Marketing - October 2016

Contents
Shopper Marketing - October 2016 - 1
Shopper Marketing - October 2016 - 2
Shopper Marketing - October 2016 - 3
Shopper Marketing - October 2016 - Contents
Shopper Marketing - October 2016 - 5
Shopper Marketing - October 2016 - 6
Shopper Marketing - October 2016 - 7
Shopper Marketing - October 2016 - 8
Shopper Marketing - October 2016 - 9
Shopper Marketing - October 2016 - 10
Shopper Marketing - October 2016 - 11
Shopper Marketing - October 2016 - 12
Shopper Marketing - October 2016 - 13
Shopper Marketing - October 2016 - 14
Shopper Marketing - October 2016 - 15
Shopper Marketing - October 2016 - 16
Shopper Marketing - October 2016 - 17
Shopper Marketing - October 2016 - 18
Shopper Marketing - October 2016 - 19
Shopper Marketing - October 2016 - 20
Shopper Marketing - October 2016 - 21
Shopper Marketing - October 2016 - 22
Shopper Marketing - October 2016 - 23
Shopper Marketing - October 2016 - 24
Shopper Marketing - October 2016 - 25
Shopper Marketing - October 2016 - 26
Shopper Marketing - October 2016 - 27
Shopper Marketing - October 2016 - 28
Shopper Marketing - October 2016 - 29
Shopper Marketing - October 2016 - 30
Shopper Marketing - October 2016 - 31
Shopper Marketing - October 2016 - 32
Shopper Marketing - October 2016 - 33
Shopper Marketing - October 2016 - 34
Shopper Marketing - October 2016 - 35
Shopper Marketing - October 2016 - 36
Shopper Marketing - October 2016 - 37
Shopper Marketing - October 2016 - 38
Shopper Marketing - October 2016 - 39
Shopper Marketing - October 2016 - 40
Shopper Marketing - October 2016 - 41
Shopper Marketing - October 2016 - 42
Shopper Marketing - October 2016 - 43
Shopper Marketing - October 2016 - 44
Shopper Marketing - October 2016 - 45
Shopper Marketing - October 2016 - 46
Shopper Marketing - October 2016 - 47
Shopper Marketing - October 2016 - 48
Shopper Marketing - October 2016 - 49
Shopper Marketing - October 2016 - 50
Shopper Marketing - October 2016 - 51
Shopper Marketing - October 2016 - 52
Shopper Marketing - October 2016 - 53
Shopper Marketing - October 2016 - 54
Shopper Marketing - October 2016 - 55
Shopper Marketing - October 2016 - 56
Shopper Marketing - October 2016 - 57
Shopper Marketing - October 2016 - 58
Shopper Marketing - October 2016 - 59
Shopper Marketing - October 2016 - 60
Shopper Marketing - October 2016 - 61
Shopper Marketing - October 2016 - 62
Shopper Marketing - October 2016 - 63
Shopper Marketing - October 2016 - 64
Shopper Marketing - October 2016 - 65
Shopper Marketing - October 2016 - 66
Shopper Marketing - October 2016 - 67
Shopper Marketing - October 2016 - 68
Shopper Marketing - October 2016 - 69
Shopper Marketing - October 2016 - 70
Shopper Marketing - October 2016 - 71
Shopper Marketing - October 2016 - 72
Shopper Marketing - October 2016 - 73
Shopper Marketing - October 2016 - 74
Shopper Marketing - October 2016 - 75
Shopper Marketing - October 2016 - 76
Shopper Marketing - October 2016 - 77
Shopper Marketing - October 2016 - 78
Shopper Marketing - October 2016 - 79
Shopper Marketing - October 2016 - 80
Shopper Marketing - October 2016 - 81
Shopper Marketing - October 2016 - 82
Shopper Marketing - October 2016 - 83
Shopper Marketing - October 2016 - 84
Shopper Marketing - October 2016 - 85
Shopper Marketing - October 2016 - 86
Shopper Marketing - October 2016 - 87
Shopper Marketing - October 2016 - 88
Shopper Marketing - October 2016 - 89
Shopper Marketing - October 2016 - 90
Shopper Marketing - October 2016 - 91
Shopper Marketing - October 2016 - 92
Shopper Marketing - October 2016 - 93
Shopper Marketing - October 2016 - 94
Shopper Marketing - October 2016 - 95
Shopper Marketing - October 2016 - 96
Shopper Marketing - October 2016 - 97
Shopper Marketing - October 2016 - 98
Shopper Marketing - October 2016 - 99
Shopper Marketing - October 2016 - 100
Shopper Marketing - October 2016 - 101
Shopper Marketing - October 2016 - 102
Shopper Marketing - October 2016 - 103
Shopper Marketing - October 2016 - 104
Shopper Marketing - October 2016 - 105
Shopper Marketing - October 2016 - 106
Shopper Marketing - October 2016 - 107
Shopper Marketing - October 2016 - 108
Shopper Marketing - October 2016 - 109
Shopper Marketing - October 2016 - 110
Shopper Marketing - October 2016 - 111
Shopper Marketing - October 2016 - 112
Shopper Marketing - October 2016 - 113
Shopper Marketing - October 2016 - 114
Shopper Marketing - October 2016 - 115
Shopper Marketing - October 2016 - 116
Shopper Marketing - October 2016 - 117
Shopper Marketing - October 2016 - 118
Shopper Marketing - October 2016 - 119
Shopper Marketing - October 2016 - 120
Shopper Marketing - October 2016 - 121
Shopper Marketing - October 2016 - 122
Shopper Marketing - October 2016 - 123
Shopper Marketing - October 2016 - 124
Shopper Marketing - October 2016 - 125
Shopper Marketing - October 2016 - 126
Shopper Marketing - October 2016 - 127
Shopper Marketing - October 2016 - 128
Shopper Marketing - October 2016 - 129
Shopper Marketing - October 2016 - 130
Shopper Marketing - October 2016 - 131
Shopper Marketing - October 2016 - 132
Shopper Marketing - October 2016 - 133
Shopper Marketing - October 2016 - 134
Shopper Marketing - October 2016 - 135
Shopper Marketing - October 2016 - 136
Shopper Marketing - October 2016 - 137
Shopper Marketing - October 2016 - 138
Shopper Marketing - October 2016 - 139
Shopper Marketing - October 2016 - 140
Shopper Marketing - October 2016 - 141
Shopper Marketing - October 2016 - 142
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Shopper Marketing - October 2016 - 145
Shopper Marketing - October 2016 - 146
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Shopper Marketing - October 2016 - 149
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Shopper Marketing - October 2016 - 184
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