Keith D. Smith

Marketing Manager, Direct ResponseHudson's Bay CompanyCannot afford to miss:Privacy: Newest Threat or Customer Relations Challenge?Monday, October 25, 4:15 - 5:30 p.m.As i see it, privacy is a very big topic, especially in Quebec, these days.Canadians are very concerned with the transfer...

Marketing Manager, Direct Response

Hudson’s Bay Company

Cannot afford to miss:

Privacy: Newest Threat or Customer Relations Challenge?

Monday, October 25, 4:15 – 5:30 p.m.

As i see it, privacy is a very big topic, especially in Quebec, these days.

Canadians are very concerned with the transfer of personal information by private sector organizations.

My feeling is that if we allow the government to totally regulate the industry, it can definitely put us out of business, and by us I mean direct marketers.

At the same time, to be a good corporate citizen, we want to make sure that whatever we mail our customers is information that they have requested. We don’t want to send unsolicited or unwanted mail to our customers, because that’s when it really becomes junk mail.

This session is from an American perspective. I am going to the conference to hear what issues the Americans have encountered at a federal and state level with respect to privacy.

If you are a member of the Canadian Direct Marketing Association, (the Association’s privacy code) should take care of most consumer worries in this area.

But unfortunately, there are people that are not members of the cdma that are in the direct marketing business. And they are often the ones that give the industry a bad name.