When you update missing consents and contact information you improve your contactibility
Introduce new processes to update missing consents and contact information. When you do this you will reduce the amount of inactive consumers in your database that have to be deleted. Each time you meet a client in a brick and mortar location you have the opportunity to have them update missing consents and contact information. Most likely the opt-in is required by law when enrolling members into a customer database. Sometimes you might miss out on an opt-in or someone has done an opt-out before.
The legal concerns are different in different parts of the world. Some states in the US and some countries in Europe have different regulations that might be worth a second look with legal when looking how to update missing consents and contact information. Since we make it so easy for members to identify themselves at POS we utilize this opportunity to update missing consents and contact information when there are gaps in the database.
Our legal colleagues wrote a longer text about the different compliance regulations you might be interested in when updating missing consents and contact information. (link).
If you are interested in even more reading about GDPR we can always recommend these external sources with the official documentation: (link).