A white paper produced by InternetRetailing in association with Akamai Technologies I April 2020 PROTECTING PERSONAL DATA WHILE ENHANCING CUSTOMER ENGAGEMENT How to manage PII and boost loyalty and retention HOW TO MANAGE PII AND BOOST LOYALTY AND RETENTION PAGE 2 OF 16 Retailers need to develop ever-closer relationships with their customers in order to win their spend and improve loyalty. Many are increasing investment in personalised retail efforts and structured loyalty programmes to help to achieve these goals. By better identifying their customers, as well as their individual needs, retailers are able to target them more specifically, boosting their propensity to spend in the process. Yet it’s become harder than ever to meet these goals. Privacy changes have impacted how reta

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