GDPR and the fashion retail business

Amanda Wakeley

How data is captured, stored and utilised is changing

Throughout the EU, General Data Protection Regulations pose challenges to email marketers, with new factors to be taken into consideration for all campaigns. Failure to comply can bring about heavy fines. Marketing teams now have to help to create a culture of transparency and data privacy, and email campaigns have had to change accordingly.

The value of data protection has never been so prevalent in the marketing world, and the changes to the law mean that companies of all sizes are looking much more closely at how data is captured, stored and utilised.

Email marketing list growth is getting harder with GDPR consent. But all is not lost, research points the way to getting the best of all worlds. Using the right method both GDPR consent compliance and continued strong email list growth are possible.

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Behavioural email marketing campaigns that work seamlessly

The marketing team at Amanda Wakeley tasked Odyssey to align all of Amanda Wakeley’s email marketing with the new laws and train staff on the automation of all new campaigns. Plus integrate their Magento e-commerce platform with their email platform to create behavioural email marketing campaigns that work seamlessly.

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A database that is fully GDPR compliant

As customers demand more engaging, useful and assistive experiences Odyssey set out to advise how Amanda Wakeley can implement improvements to their emails such as abandoned cart emails, personalised product recommendations, cross channel promotions, greater segmentation, streamlined automation and improving the post-purchase experience. Odyssey also advised and executed the best way to approach changes in GDPR, including use of a triggered email program to provide a verified double opt-in confirmation followed by a series of emails.

The team at Amanda Wakeley now have a database that is fully GDPR compliant and have a clear marketing strategy that they can implement to continue building their GDPR compliant customer list.

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Data management
Point of sale
Direct marketing
Email marketing
SMS marketing

User experience