Fashion brand Oasis is one of them – and speaking to Marketing Week at an RSA conference on Tuesday (6 February), the business’s head of digital, Helena Theakstone, says while it is currently working to ensure it has a process in place that complies with the new laws, there are challenges that she doesn’t yet have the solution to.

“Data plays a big role in Oasis’s overall marketing strategy,” Theakstone says. “How do we [remove a customer record entirely]? Where do we store that record? Because obviously in the past it’s been about ‘take me off the email list’, which is a two-second job, nice and easy.

“But they might want every record of them removed now – and we’ve got databases that refer to each other so you can’t just delete someone off a database. How do you anonymise that profile? To be honest, I don’t know the answer.”

One thing the fashion retailer will be doing is paying closer attention to e-receipts, which Theakstone says will be integral to “closing the customer loop” in-store – especially as customers become more omnichannel in the way they shop.

“Within marketing we are always looking at how we capture data and make it relevant and useful for the customer,” Theakstone explains.

“Collecting data, and being able to facilitate and improve [the customer experience] is really important for us. Marketing is really key in facilitating the on- to offline world.”

Sourced through Scoop.it from: www.marketingweek.com