In recent years, many big-name retailers have announced that their security systems were breached. The problem seemed to flow from one to the next, leaving consumers more than a little hesitant to swipe a card.
When consumers shop in a retail store or online, they expect a reasonable amount of privacy and security. Shoppers want to know that their financial information is safe and that a purchase will not leave them susceptible to identity theft or fraud. They also want to be reassured that their personal information is not being sold to the highest bidder. Most people understand that a certain amount of information is likely to be used for future marketing, but nobody wants their personal details broadcast to the world. For business owners who operate e-commerce or physical retail stores, this means that consumers are looking to them for answers. Here are five ways that a business can guarantee security and privacy to customers.
1. Write a Privacy Policy.
A privacy policy is important for all businesses. Entrepreneur.com summarizes the value of a privacy policy in a single statement: “A good privacy policy should cover questions anybody visiting your site might have.” In general, customers just want to know that they can trust a business with personal information. A privacy policy should be straightforward. Businesses should include which information is being collected and how it will be used. When certain details are optional, this can boost customer confidence in their own ability to protect private information. It is critical, however, that once a privacy policy is provided, a business adheres to it precisely.
2. Choose a Reliable Shopping Cart System.
When shoppers visit an e-commerce site, it needs to be running smoothly. Glitches and slow load times can motivate a shopper to close the window and look elsewhere. For physical stores with a point-of-service (POS) checkout system, it is essential that employees can access the system without it crashing or running slowly. Shopify offers a solution that covers both types of purchases. The system allows a business owner to set up a virtual store front that doubles as a database for a POS checkout system.
3. Use a Secure Gateway for Credit Card Processing.
Protecting customer credit card data is crucial. When a breach occurs, even the most trusted brand names can become scandalous and cost the business future sales revenue. Shopify offers all businesses a reliable solution for both online and offline sales, a SSL certificate through GeoTrust. SSL stands for Secure Sockets Layout and provides encryption of all confidential information that is transmitted during the processing of credit cards. Other options include the LinkPoint Secure Payment Gateway, Address Verification Service, and three-digit card validation codes found on the back of those branded as MasterCard and Visa.
4. Let Shoppers Know Their Information is Safe.
Kissmetrics adds that not only should businesses opt for a high level of security, but they should show it off. “Make sure a security badge is always visible (including on your cart and checkout pages), showing visitors they can pay securely.” A store’s privacy policy should also be easy to find. For businesses that have a web presence, this information should also clearly translate into a physical location as well.
5. Streamline the Checkout Process.
For online shoppers, the checkout process needs to easy to follow. There must not be too many pages or variables. Time is valuable, and shopper will not spend more time than absolutely necessary at the checkout. For many individuals, online shopping saves them from having to wait in line in a physical store. When Google purchased the restaurant review brand Zagat, it was essential for the e-commerce site to meet Google’s strict existing security regulations, and it took some time to find the right solution.
Google’s Manager of e-commerce, Martin Lansard, said, “Our online store has created a seamless user experience. If I’m a restaurant owner and I’m featured on Zagat, I can go online right away and order a personal certificate and decal, and I will receive them in no time. We’re enabling people to get our products in an easy way, while having a great experience with our brand.”
Ultimately, as technology changes, those who attempt to steal personal information will adapt. However, business owners can do the same. With high-quality software like Shopify, they can keep business running smoothly and assure potential customers that the latest features are active. Business owners can be confident that the brand is supporting them and constantly updating to offer new features, as well as maintaining the most current security practices. Although no one can truly guarantee security, taking measures to create a secure environment can go a long way toward creating a brand that potential customers view as trustworthy and feel confident in using.
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