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Published January 17, 2020 | Version v1
Conference paper Open

Digital Retail Challenges within the EU: Fulfillment of Holistic Customer Journey Post GDPR

  • 1. Johannes Kepler University Linz
  • 2. Dublin City University

Description

Retail customers are demanding better shopping experience whether shopping online or in-store. To provide this experience, retailers use digital technologies such as Artificial Intelligence, Big Data, to name a few. They also collect personal data from customers, process it and integrate it in their business models. Use of the digital technologies and customers’ data poses legal challenges with the introduction of GDPR in EU. This paper analyses the challenges faced by digital retailers as they strive to provide fulfilling customer experiences. The authors address in this study, the influence of GDPR on business and technological aspects of digital retail. 

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Digital Retail Challenges within the EU post GDPR.pdf

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Additional details

Funding

PERFORM – Pioneering the Digital Future for Omnichannel Retail Managers 765395
European Commission