Rules for Shopper Privacy

From the recent IDC Retail Insights, in CGT: 

The customer stands center stage in omnichannel retail. Earning the privilege of relationships, relevance, and reciprocity with today's informed, discriminating, and willful consumers depends on meeting each one's disposition to granting you rights to their private information in exchange for the opportunity to deliver differentiated value. From the customer's perspective it's a "give to get" proposition; from a retailer's it's "learn to earn". IDC Retail Insights' 2013 Annual Shopper Survey research and market analysis of consumers' dispositions toward "giving to get" and opportunities for "learning to earn" spotted green lights and bright red lines retailers should abide. ... "