‘Turn on, log in, opt out’
A new service, ALLOW, has launched to help consumers regain control over their personal privacy and empower them to choose which organisations can market to them and when. Concerns over privacy are rife at present, with data protection, personal data leaks, hackers, social media privacy and data mining hitting the headlines frequently. ALLOW aims to give consumers a way to fight back against the relentless erosion of personal privacy.
ALLOW is a free, web-based service that lets people opt-out of marketing databases and say when they want to hear from specific types of companies, if at all. It flips direct marketing on its head by allowing companies to simply ask what people want rather than devising increasingly sophisticated (and expensive) ways of guessing.
The benefits of ALLOW:
• Consumers only hear from the brands and organisations that they want to be contacted by
• Shoppers no longer need to search for what they want, because ‘what they want can find them’
• Consumers can get special offers on things that are relevant
• It’s free
• Members can earn cashback from it – ALLOW shares the profits it generates 50/50 with members
• The balance of power shifts from brands to consumers
• It is the beginning of the end for junk marketing
• No more unsolicited phone calls, letters or emails
Justin Basini, founder and CEO of ALLOW said: “Privacy has never been a more contentious issue – just look at who were named Time magazine and the associated readers’ poll people of the year – Mark Zuckerberg and Julian Assange. Privacy is seriously under threat and we are empowering consumers to regain control rather than be on the back foot all the time. Our vision is that people only ever hear from companies that are specifically relevant to them as individuals and at the right time.”
The trade for people’s names, addresses and other personal details is significant and lucrative. Companies buy and sell lists of consumers for profit. ALLOW is bringing transparency to this market, letting consumers know that they don’t have to be a commodity and that they can be in control. The website, www.i-allow.com has lots of useful information on data and privacy, the data protection act and how people can manage their profile via social media.
Justin Basini added: “What we’re talking about here is not just privacy, but a fundamental shift in the way that brands and consumers interact. The future of shopping is not so much about ‘search’ as it is about ‘find’. Through ALLOW, you can lay the groundwork for what you want to find you. We call it shopping 2.0.”
Notes to editors:
The ALLOW website went live in December 2010. The business was established by Justin Basini, a former Head of Marketing & Customer Initiative Management for Capital One in Europe, and Howard Huntley, an expert in the design and delivery of propositions, software and solutions in the marketing industry. ALLOW is a serious business backed by proven entrepreneurs, run by experienced people and with £500k capital behind it. Full bios of the founders are on the website and photos are available on request.
View the ALLOW video on the home page of the website.
See the ALLOW Facebook page
Joe Wiggins, Head of PR, ALLOW
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