70% of Swedish retail chains are facing major challenges with the new EU General Data Protection Regulation (GDPR), according to research by ID24. The company worked on a three-week study with two students Oskar Hiort af Ornäs and David Samuelsson at Thorén Business School in Uppsala. It comments: “Five months before GDPR goes live we visited the most famous retail companies in Sweden. The results show that 35 out of 50 retail stores didn't ask us to legally opt-in (confirming the terms and conditions) when signing up for loyalty at the till.”
“It was sometimes funny to sign up in retail stores that only sell ladies products as a member. With Christmas coming up I mentioned they might send some nice inspiration for Christmas gifts. It was surprising to see how many retailers don’t ask you to confirm the terms and conditions now that GDPR is coming,” says Samuelsson.
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