A smart solution that helps retail to become more environmentally efficient

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Indivd’s solution which has the ability to understand visitors’ behaviors and what surfaces they use is environmentally smart. It can help retail to make the right environmentally efficient investments, which are better adapted to today’s needs. Sustainable solutions and decisions are what we consumers are increasingly demanding, says Carolina Brånby, Director Digital Policy at the Confederation of Swedish Enterprise.

The digitalization of business and retail is now in an intense phase, which has been accelerated by the current flu pandemic.

– Increased knowledge about customers and data management is required to cope with the disruptive transition of new behavioral patterns from customers and companies. There is right now a lack of understanding of this great challenge and the transfer of knowledge that will be required of us. It will be self-evident and obvious to everyone what digitalization means for retail once we have come through this. Those who can already use data analysis and digital solutions to streamline processes will in the future have an incredible competitive advantage, says Carolina Brånby.

Clearer regulations for innovation and research

She believes that Indivd’s journey on anonymization of personal data and the development that has taken place in close contact with the Swedish Data Protection Authority is interesting and impressive.

– This has also taught us that we need faster processes and clearer regulations for innovation and development. It should be possible for companies to be able to disregard the regulations to conduct testbeds in closed environments when it comes to innovation, research, and development, she says and adds:

– The GDPR should be supplemented with special experimental clauses, which would make it much easier for the Data Protection Authority to still make proactive decisions in accordance with the regulations. We are of course only talking about experiments in closed and clearly delimited environments based on certain predetermined premises and safety requirements. Another possible alternative could that companies deposit a key to an authority so that personal data cannot be unlocked.

The environment in focus

The environment and transports are major environmental challenges for the future of retail, says Carolina Brånby.

– Distribution and home deliveries, as well as car-borne transport to shopping centers, have increased significantly in connection with the corona pandemic’s impact on society. Therefore, we must as soon as possible switch to climate-smart and environmentally friendly deliveries so that this development does not become an obstacle to retail, both physical and e-commerce. We need to create better systems with drop-off points and electrified vehicles, she says and continues:

– Indivd’s solution with has the ability to understand visitors behaviors and what surfaces they use is in this context very environmentally smart. It can help retailers to make the right environmentally efficient investments, which are better adapted to today’s needs. Sustainable solutions and decisions are what we consumers are increasingly demanding.

Competition on equal terms

Carolina Brånby also wants to protect local retailers.

– We must create a system of rules, which ensures that we have competition on equal terms. Today, when retail margins are shrinking, the largest companies have major economies of scale. We should avoid protectionism, but we should at the same time protect good Swedish law-abiding companies. It is not acceptable for Swedish trading companies to be outcompeted by large-scale global sales, which does not take place on fair terms and does not comply with the Swedish laws and regulations.

About Carolina Brånby

Carolina Brånby, Director of Digital Policy at the Confederation of Swedish Enterprise, is a lawyer with responsibility for digital policy and regulatory issues. She has many contacts with the EU regarding AI and universities’ cutting-edge research.

About The Confederation of Swedish Enterprise

The Confederation of Swedish Enterprise is the voice of entrepreneurship in Sweden. The Confederation of Swedish Enterprise collaborates with 50 employers and industry organizations and is the common voice for 60,000 companies with almost 2 million employees.

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