Last June 30th, another free online event took place, promoted by Privacy Tools which addressed the topic of LGPD (Brazilian General Data Protection Law) in retail. The event, led by Jean Vasconcelos of Privacy Tools, featured data protection experts Clayton Soares of Pague Menos; Carmina Hissa of Hissa & Galamba Advogados; and Paulo Vidigal of Prado Vidigal Advogados.
Check out the highlights of this event.
Carmina begins the event by talking about The challenge that the LGPD (Brazilian General Data Protection Law) represents for retail. which, by its nature as a physical business, has several processes that involve personal datafrom physical stores to the logistics of product delivery through carriers.
“This logistics often involves a lot of personal data, a lot of data sharing, such as drivers, the transportation itself, the partners who will make these deliveries. And then we also need to consider, on the other hand, in addition to the aspect of physical stores, we also have the website, the e-commerce, so we need to analyze the platform within the LGPD (Brazilian General Data Protection Law), because then we have privacy by design, we need to analyze where the hosting is located, what security requirements are there, so when we talk about LGPD in retail, we need to analyze each of these aspects and process this data within the legislation, within the LGPD, that is, we will only collect the data that is necessary,” said Carmina.
Jean starts the conversation by asking Clayton about which... preventive actions These considerations should be taken in retail with regard to processing of personal data.
"Information security is very well-founded in a set of standards and best practices that the market has adopted for a long time, and that companies took a while to wake up to, and finally, start following, start worrying about, and start implementing." “Each company has its own particularities, and ultimately its own journey. But we have an information security journey that is then complemented by this data privacy and protection journey, so this gives us a path to follow, of course, with the help of qualified professionals from qualified companies to support us on this journey, even to prioritize what needs to be done,” explains Clayton.
Impact of the General Data Protection Law on Retail
Jean then goes on to question Carmina about how she believes the changes since the LGPD (Brazilian General Data Protection Law) have impacted retail.
Carmina replies that "Consumer demand is very high, so the ANPD (National Data Protection Authority), the LGPD (Brazilian General Data Protection Law), brought about this, and reinforced oversight. So, the retail sector, which was previously only overseen by the Consumer Protection agency, is now also subject to oversight." "It will be and can be monitored by the ANPD, so there is indeed a reinforcement there.".
Jean continues the round of questions by asking Paulo about the importance of managing personal data in this reality where companies, in an attempt to provide a better user experience, end up collecting a lot of data.
Paul then replies: "Just to cite a specific case, we can think about the collection of cookies within a website. So, understanding how the average user navigates your pages can be very relevant for you to understand how to better position your products there. Which products are related, how you can make a more interesting sale."
"We're going to start seeing that our activities are more effective, we're saving costs because we planned our processes better, and above all, we've strengthened our reputation because we've built this relationship of trust with the user.""That's all," Paulo concludes.
Check out all the broadcasts
All previous broadcasts, as well as the full "LGPD in Retail" program, are available on Privacy Tools Youtube channel.
