A pan-European fashion company with three main brands maintains three web stores and two mobile apps. It is represented in more than 20 national markets. In the course of renewing its digital tracking infrastructure, the company decided to implement the modern consent management platform (CMP) Usercentrics.
The client asked FELD M – a long-standing partner and lead agency for tracking – to manage and support the implementation of the new CMP in the form of interim management.
As the lead tracking agency, FELD M was familiar with the business-related and technical requirements as well as the relevant contacts in the company. We also brought extensive expertise in consent and privacy management, and took all dimensions of the process into account for a holistic approach.
The path to a holistic solution
We comprehensively tailored the design, structure and testing of the Usercentrics system to meet the client’s needs. This supports the information processes in terms of data protection optimally and ensures that the required consent is correctly recorded, stored and processed at every point of customer interaction, The content requirements were implemented according to laws such as GDPR and TDDDG as well as court decisions and official publications.
To accompany and sustainably anchor the necessary decision-making process for the usage of personal data, we compiled processed the complex information and background literature for easy understanding by the company’s decision-makers. This enabled well-founded business decisions to be made and supported the final risk assessment by the legal department and the data protection officer.
Building on this, the project team then worked with the relevant stakeholders to determine which data should be collected and how the consent process should be designed to support the user experience. It was important to create trust-building communications in line with the style and design requirements of the client.
A core part of the project was the design of a holistic privacy management process that meets the user’s information needs and expectations at all times, i.e. to provide transparency on how data are stored and processed, including all information on the tools and trackers used that require consent. FELD M not only coordinated this process, but also saw to the maintenance of the information on the consent management platform, while supplying the client’s content team with legally verified, data protection-compliant texts.
Result
The project objectives – setting up and maintaining a consent management system in a corporate structure with an extensive online presence and technically complex infrastructure – were successfully achieved.
Optimized processes led to significantly easier maintenance of content in consent banners and data protection provisions for all three brands across 20 countries and language versions, with benefits like avoiding delays in campaign launches. In the course of this project, we also integrated consent reporting into overarching performance dashboards.
To realize the new solution’s full potential and achieve increased consent rates, the consent banners were also optimized. The client now offers a better user experience for its customers and at the same time benefits from significantly lower data protection risks as well as lower costs for reminders from data protection authorities and possible fines.
FELD M sees itself as the customer’s extended workbench. Thanks to the trusting relationship reflected in this concept coupled with our expertise and hands-on mentality, comprehensive and sustainable solutions were created for the client.
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