Physical retailers have long been confronted with privacy regulations when it comes to analyzing customer interaction
data and using it for individualized service. As digital shopping grows, consumer awareness and concern about privacy in
e-channels is increasing as well.
Trust is an essential element in addressing this issue, but how should the industry go about establishing trust with consumers in the digital world? A key idea raised was the importance of self-regulation rather than government regulations. This might come in the form of a “code of conduct” to ensure consistency in how companies engage with consumers or the development of a common “digitalpersona” database or “universal digital profile.”