In the last few days, businesses of all shapes and sizes have been frantically sending emails to customers in a bid for them to tick boxes and opt in to continue receiving digital contact because of the new General Data Protection Regulation (GDPR), which came in to play May 25th, 2018. One sector that without a doubt will be affected is the restaurant industry, but is it all doom and gloom?
Customer data has never been more important in the restaurant industry than right now. With such a competitive market, restaurants are using their captured information to ensure their customers are kept up to date and receive the best possible service and deals.
As a digital marketing agency in Essex, we have over nine years’ experience in helping restaurants with creating up to date and engaging content without impacting their followers’ safety and security. We believe that trust is an important factor in achieving a long-term business relationship.
After the cleanse
By now you should have a better idea of how many customers have opted in, allowing your restaurant to retain their personal details. It goes without saying that you have probably lost some individuals’ details in the cleanse and you would be forgiven in thinking that this is a bad thing, but that isn’t necessarily the case. By having customers opt in you now have a database filled with engaged customers, the roses amongst the thorns. Now you have this streamlined list you can get to work creating marketing material and content that engages the right people.
Knowledge is power
It is important that you research what your responsibilities are when it comes to the new GDPR regulations as you could receive heavy fines if you are found to be in breach of the legislation. The new changes impact how companies collect, store and process customers personal information.
Consent in collecting personal information is a main factor in the new regulations. GDPR Article 7 outlines the essential conditions regarding obtaining valid consent. We have created a bite size list:
- Consent needs to be freely given.
- Consent needs to be specific to each request.
- Person giving consent needs to be fully informed.
- Consent is an act: it needs to be given by a statement or by a clear act.
- Consent needs to be distinguishable from other matters.
- The request for consent needs to be in clear and plain language, understandable and easily accessible
- The person has easy access to retract their consent at any time.
By learning about the new regulations, you can ensure that your business is operating correctly and can focus your marketing efforts on the right target market.