Merchants with online storefronts are torn between two seemingly opposing demands. Consumers want personalized shopping experiences, but they also want to be assured of their data privacy. As data privacy regulations become more complex, merchants may struggle to balance these two desires. 

Data privacy is a big worry for many Americans. One survey found that 86% of consumers are concerned about the privacy and security of their personal information. And they’re not alone, organizations like the Federal Trade Commission, Federal Communications Commission, and various state governments are also concerned enough to publish regulations on privacy and data protection. 

To thrive in the modern world of ecommerce and online shopping, merchants need to comply with all of these guidelines, while still offering the personalized experience shoppers have come to expect. First-party data and the right partner help make it possible.

Data Privacy Regulations in the US

Merchants operating in the United States need to be aware of several sets of privacy regulations. Some of these regulations overlap and all include the risk of financial and legal liability if not properly applied. Only an attorney can advise on compliance with these regulations, but here is a quick introduction to some of them: 

U.S. Federal Laws

The Gramm-Leach Bliley Act gives special privacy protection responsibilities to businesses that provide financing, like car dealerships or furniture stores. FTC Safeguards implement the Gramm-Leach Bliley Act by requiring that financial institutions and their service providers keep customer information secure. Also, the Telephone Consumer Protection Act governs both phone calls and SMS text messaging.

California Laws

California has led the new wave of privacy laws over the last decade. Since then, other states have enacted similar laws and regulations. The California Consumer Privacy Act (CCPA) gives consumers control over the personal information that businesses collect including: right to know, delete, limit and opt-out.

The California Invasion of Privacy Act (CIPA) requires businesses to disclose whether they share information with third parties, which has been used to argue against website tracking technologies that make personalization possible. Both of these laws can impact any merchant selling to a California resident.

European Laws

The General Data Protection Regulation is a law of the European Union that requires cookie transparency, opt-out, and privacy policy sharing among other protections. These stringent regulations impose obligations on any business that collects data from people in the EU. Any merchant selling internationally should become familiar with this law.

Ignite By Launch Labs Enables Personalization and Privacy

With new privacy regulations popping up all over the world, how can merchants provide the personalized experiences consumers have come to expect? Ignite’s opt-in, geolocation-powered audience identification platform makes it possible. 

Ignite by Launch Labs starts collecting geolocation data only after the visitor has given permission. From there, Ignite works seamlessly in the background to identify the user and present the right offer at the right time. 

Customer data is securely stored and handled in compliance with CCPA, CIPA, and other privacy laws. Ultimate control over how and when data is shared remains with the consumer. We never sell or use their data for any other purpose. Consumer data within the web application is encrypted using Transport Layer Security (TLS) and Secure Sockets Layer (SSL) during transit to user’s browsers.

Engage and Convert Customers While Protecting Privacy

Even with all of these privacy protection measures in place, Ignite engages and converts customers with personalized experiences and offers. From tailored in-line offers to targeted promotions, Ignite reduces friction for you and your visitors to meet your sales goals. 

For more on how Launch Labs empowers personalization while protecting privacy, visit our Trust Center.