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.

Steps like frequently updating privacy policies and responding to privacy policy questions require little effort, but can yield outsized results in terms of customer satisfaction and retention. Over 60% of leader brands made the effort to revisit their privacy policies in 2017, including Macy’s and Urban Decay. However, just 45% of brands featured in L2’s privacy report did the same.

Privacy Policy

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.


Warby Parker


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. 


American Eagle


While most brands supply contact information, it’s often buried at the end of privacy statements. Only 20% of brands in L2’s study provide contact information above the fold. A simple adjustment like putting a dedicated email address or live chat feature at the top of privacy policy pages can go a long way for brands that want to assert their trustworthiness.

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