In the tightening race for consumer attention online, leader brands go far beyond the letter of the law to address data privacy concerns, hoping to gain an edge over competitors.
Some brands have further distinguished themselves. For example, Warby Parker has a dedicated privacy email address to which customers can direct inquiries about how the brand aggregates and leverages user data. The pure play e-tailer constantly seeks consent from shoppers before collecting private, customer-specific vision information. Its new iPhone X app allows users to scan their faces using the phone’s True Depth camera (with 3D face recognition) to generate frame recommendations. Before customers use the feature, the app notifies them that no measurements or images will be stored.
Since privacy policies are complex, consumers may require assistance in understanding specifics. Brands must assume responsibility for addressing concerns by making it easy for readers to ask questions. American Eagle Outfitters’ privacy statement is armed with several highly visible customer service features, providing seamless access to Q&A.