Personalisation is a key tool not only to engage with customers while in store and online but also to make a brand’s communications more relevant. Personalisation is all about understanding customer behaviour and using that knowledge to enhance their experience with the brand. However, many customers may find tracking their behaviour and preferences and using it to guide future brand experiences creepy. It is very important that brands remain on the right side of data protection law, not only from a compliance perspective, but also from a customer relationship perspective.

Read more from our expert Tamsin Hoque on the key compliance principles and relevant factors brands should consider when processing personal data for personalisation.