Leveraging Customer Consent in Real Time?

Author: Clarip Director of Sales

I was recently queried about the last time that I stepped foot in a mall?  After a moment of thought, it dawned on me that it had been years.  Although I was unsure of how many years it had been, the fact that I knew it was so long speaks to a larger truth – eCommerce is not only upending the retail vertical, writ large, but the life of everyday folks such as myself.  When I want to order clothing, electronics, accessories – anything for that matter – I turn to my favorite companies online and send in my orders.

Thus, it was with great interest that I read a recent article in the Washington Post entitled, “Companies race to gather a newly prized currency: Our body measurements.”  The premise of the article was rather straightforward – companies want to be able to build custom clothing around your SPECIFIC measurements and thereby, not only build brand loyalty, but also garner a plethora of personalized data that can be used for things such as personalized advertising.  According to McKinsey, “research tells us that organizations that leverage customer behavioral insights and data outperform peers by 85 percent in sales growth and more than 25 percent in gross margin.  Customer data must be seen as strategic.”  Hence, it is no secret as to why retailers are clamoring for more and more – AND MORE – personalized data.

For someone like me – a person that shops online – this type of personalization is a welcome development.  However, it can also be a Faustian bargain for the retailers involved, as not only are there privacy concerns, but also legal and regulatory requirements that necessitate consent.  At Clarip, we are revolutionizing the world of privacy for the retail space, as Clarip’s AI based, patent pending technology, can capture consent in real-time and across multiple channels.

As companies increasingly monetize personalized data and look to build brand loyalty, there is nothing more important than simultaneously respecting your customer’s privacy, preference, and consent.  Clarip is the “one stop shop” for the demands of this new retail paradigm, as we can offer protection from legal exposure for retailers while also helping to drive brand loyalty be respecting customer preference and consent.  As McKinsey noted, “retailers can now know precisely what types of content over what channel and format are likely to have the greatest impact on key segments and microsegments.”  As the Director of Sales with Clarip, I would add one more element to that quote from above – be sure and visit us at www.clarip.com!

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