The GDPR Meets Pick&Go Stores in the European Union: Do Pick&Go stores comply with the GDPR’s customer privacy regulations?

In recent years, numerous cashierless stores have opened across Europe. Since these stores are based on advanced technology, the increasing demand for customers’ personal privacy must be simultaneously considered. The General Data Protection Regulation of the European Union, abbreviated as GDPR, that came into force in 2018, was implemented with the intention of increasing consumers’ rights. The technology’s advance is fast-paced and therefore stores, as well as other companies or organisations, are required to implement new designs in respect to customers’ rights. The researcher has investigated how this applies to the Pick&Go stores, which is one term among others given to the cashierless stores, and if its customer privacy complies with the GDPR regulation on data processing, and the customers’ rights to their own data. A field study was conducted and shopping in the Pick&Go stores investigated, as were the procedures required to become a customer, and what takes place during a shopping trip. The GDPR is investigated parallel to the implemented technology to process data. The GDPR is scrutinised in tandem with an examination of whether the stores comply with it, and if there are aspects that require improvement. Research material was the GDPR, Pick&Go stores, academic literature, cases and rulings, and a lawyer’s coverage of the matter. The main findings are the importance of regulations being sharpened concerning language in the Pick&Go stores, to maintain clarity and transparency; separation of shopping methods; and safeguarding the protection of personal data process.

Author dc:creator

• Sandra Rós Hernes Pálmadóttir 1986-

Contributors dc:contributor

• Háskólinn á Bifröst

• Lokaritgerðir
• Lögfræði
• Persónuvernd
• Persónuréttur
• Upplýsingaréttur
• Verslanir
• Viðskiptavinir
• Gagnaöryggi

Language dc:language.iso

en

Handle dc:identifier.uri

http://hdl.handle.net/1946/45165

OAI identifier oai:identifier

oai:skemman.is:1946/45165