In 2018, with the introduction of new personal data regulations in Europe, the company had a problem updating its customer database. The new regulations concerned the form of storing customer information and the method of its processing. While previously there were no restrictions, and customers who left a phone or e-mail in the store often did not think that the database could be hacked and (that they) would start receiving spam or their personal data could be misused. The main task of marketing was to develop a form of communication with the client that would not be too insistent (intrusive), but at the same time would allow for constant contact.

Every day the company’s customers received e-mail notifications about discounted wines. Thus, they were used to this form, which is why the company was very keen to keep the communication unchanged. The obstacle was a new law, which required the entrepreneur to obtain renewed consent from each of the clients to continue receiving advertising materials. Documents signed by subscribers should be securely stored in the company’s office. Otherwise, customer data should be immediately removed from the database.