Indivd-X may be interesting for several markets
GDPR specialist Jennie Nilsson from Baker McKenzie is pleased with the Swedish Data Protection Authority’s positive decision regarding Indivd’s unique anonymization technology Indivd-X.
– I think this solution can be interesting for retail companies in several markets, she says.
– The Data Protection Authority has assessed that it is now permitted to analyze anonymized personal data about visitors for the purposes that Indivd has described in its application for prior consultation. This is of course positive for Indivd and for the retail market as a whole. If we can understand store visitors better, it should facilitate a better and more efficient experience in the stores. There are probably very few people who, for example, like long queues at checkouts and fitting rooms, says Jennie Nilsson, who believes in a positive market reception after the Swedish Data Protection Authority’s announcement.
– I believe that a solution that is successful in contributing to a better understanding of visitors and better experiences in stores – without violating personal integrity – will be interesting for retail companies in several markets. We work with some customers in retail, whom I guess would be interested in Indivd’s method.
Consumers can feel safe
According to Jennie Nilsson, as a store visitor, you do not need to be afraid of analyzes of visitor data as long as the information is anonymized and thus cannot be linked to individual persons.
– With a proper anonymization, I do not think there is anything to be afraid of, she concludes.
Jennie Nilsson and Baker McKenzie have supported Indivd in the company’s very extensive preparatory work, including in relation to the prior consultation with the Swedish Data Protection Authority.