Computer, laptop, internet, purchase, payment card, e-shop – illustration photo.
Prague – Due to the introduction of GDPR privacy rules, internet merchants and other internet companies lost roughly 30 percent of user data. The decrease was caused by the mandatory request for consent to the processing of personal data. Matěj Kapošváry, CEO of online store creator Shopsys, told ČTK. Five years have passed since the introduction of the GDPR.
According to him, the loss of data made it difficult for merchants to target customers, but also caused worse conditions for planning inventory purchases. GDPR is one of the reasons why marketers have begun to pay much more attention to customer loyalty programs, he said.
“Loyalty programs simplify obtaining consents, collecting data and marketing communications, because it combines them into one step – signing up for a loyalty program in exchange for other member benefits,” said Kapošváry.
According to him, it is not only the GDPR that makes remarketing (targeted ads) more difficult, but also the decision of Apple and later Google to stop supporting third-party cookies. Companies like Facebook thus lost a large amount of information about what their users are interested in and what campaigns to target them, the expert said.
In the area of the used car market, GDPR may lead to a deterioration in the possibility of obtaining information about the history of vehicles, especially if it was imported from another country, for example Germany. Germany considers the car's VIN code to be personal data and does not allow public access to information on the origin, condition or repairs of the car based on it.
Since 2016, all member states of the European Union must comply with the General Data Protection Regulation ). This represents a higher level of consumer protection with EU-wide validity.