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Assurance for shoppers as retailers sign on to data register

18 March 2013

Assurance for shoppers as retailers sign on to data register

Three of the country’s leading retailers are among the first to adopt a new standard assuring shoppers their personal information is stored and used in accordance with a best practice industry standard.

Mitre 10 New Zealand Limited, EziBuy and Farmers Trading Company are the first retailers in the country to be granted the Data Warranty Register Trustmark - a certification system introduced and managed by the Marketing Association in New Zealand.

Marketing Association spokesperson Sue McCarty said the standard had been designed to ensure any personal information provided by customers is managed to the highest possible standard.

“Regarded as a key asset, customer and prospect data is now at the very core of most businesses. And at a time when data security is increasingly coming under the spotlight globally, along with the proliferation of media channels, it means it is more important than ever for businesses to be collecting, storing, managing and using data about identifiable individuals professionally, legally and ethically, and to be seen to be doing just that.”

To achieve the Trustmark all three retailers underwent a stringent data declaration and compliance check that required them to commit to ongoing self-regulation of collected data in accordance with standards set by the Marketing Association.

Mitre 10 General Manager Marketing Dave Elliott said Mitre 10 had no hesitation in undergoing the compliance process and was pleased with the result.

“It’s great to now have an industry benchmark in place. As communication channels evolve and one-to-one communication becomes more common it is increasingly important retailers regularly look at their practices to ensure information is handled the best way possible.

“There’s a great deal of trust when customers share their personal information and we’re pleased that Trustmark is in place to give our customers added peace of mind.

“We also hope a closer look at the handling of customer data will result in better customer experiences, as improving data collection can lead to more meaningful, and less frequent, interactions.”

EziBuy Customer Experience Manager Susan Parkes said with privacy a common concern amongst consumers and personal communication central to the way EziBuy delivers its services demonstrating commitment to best practice was a natural step.

“EziBuy is involved in direct communication with customers through numerous channels so it’s our responsibility to reassure our current and future customers that we really do protect their information.

“The Trustmark gives us a public stamp that represents a highest ‘benchmark standard’ and endorses our commitment to our New Zealand customer base.”
Farmers Head of Marketing Dean Cook said the Data Warranty Register was a great step forward for New Zealand retailers.

“Having proper systems in place to manage customer information is a must, so it is great to see this industry best practice process formalised.

“We’re very pleased to be an early adopter of this new system and take a leading role in providing assurance to New Zealanders. We hope to see other retailers taking a look at their systems and join us in achieving data warranty certification.”


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