Consent and Privacy

Consent and privacy settings control how Customer data can be used for profiling, communications, and operational support. They are separate from campaign Contact Policy: consent says whether a Customer can be contacted or profiled; Contact Policy limits how often eligible Customers are contacted.

Use Cases

Use Case
-> Prevent SMS campaigns from targeting Customers who opted out of SMS advertising.
-> Use profiling consent to decide whether a Customer can enter segmentation and predictive models.
-> Mask personal fields for users who do not need full Customer identity data.
-> Support GDPR/privacy governance during onboarding and customer support.
-> Enforce loyalty Terms & Conditions that require cancelling dormant members after a period without activity.
-> Automatically inactivate and/or anonymize Customers after N months of inactivity, per Company policy.

Consent types

Consent	Meaning
Privacy policy accepted	Customer accepted the required privacy terms.
Profiling consent	Customer can be used for segmentation, personalization, and predictive processing when legally required.
Email advertising opt-out	Customer should not receive email marketing.
SMS advertising opt-out	Customer should not receive SMS marketing.
Push notification opt-out	Customer should not receive push marketing.
Printed material opt-out	Customer should not receive printed tickets or coupons when configured.

Data masking

Data masking hides sensitive Customer fields for users without personal-data permissions or when Company-wide masking is enabled.

Masked fields can include name, surname, email, phone, address, city, date of birth, document number, and personal custom attributes. Operational values such as points, tier, membership status, and campaign history can remain visible depending on role permissions.

Consent vs Contact Policy

Concept	What it decides
Consent	Whether a Customer can be contacted or profiled at all.
Contact Policy	How frequently an eligible Customer can be contacted within a period and channel.

A Customer must satisfy both layers to receive a campaign communication.

Inactivity Lifecycle

Loyalty Terms & Conditions often state that member accounts inactive for a defined period will be deactivated or deleted. Without automation, retailers run manual quarterly clean-ups that are slow, error-prone, and leave program KPIs distorted by dormant accounts.

Inactivity Lifecycle automates that policy per Company: after a configurable number of months without activity, Loyal Guru can set the Customer to inactive, anonymize them as deleted, or apply both as a cascade. Configuration is self-service under Consents & Privacy → Data Retention Policy, next to the existing Retention Period setting.

What you can configure

Rule	Effect	Notes
Inactivate	Sets status to inactive	Reversible. Profile and history stay intact; the Customer drops out of active-member KPIs and campaigns.
Delete (anonymize)	Sets status to deleted	Irreversible at person level. Personal data is anonymized; transaction history is retained anonymized. There is no physical row deletion.

Each rule has its own on/off toggle and threshold in months. You can enable only inactivate, only delete, or both. When both are on, the delete threshold must be greater than the inactivate threshold (for example 12 months → inactive, 24 months → deleted).

If neither rule is enabled, behaviour is unchanged for that Company.

How it works

1. Once a week, Loyal Guru reviews Customers against the rules you enabled and applies the matching status change.
2. Time without activity is counted from the Customer's last cart activity (see below). If the Customer has never had a cart, it is counted from their registration date.
3. If both rules are enabled and a Customer is already past the anonymize threshold, they go straight to anonymized — they do not need to pass through inactive first.
4. Who can be affected:
   • Inactivate only applies to Customers who are currently active. Customers already inactive are left as they are by this rule.
   • Anonymize applies to Customers who are active or inactive. That way, someone previously inactivated can later be anonymized when they cross the second threshold.
   • Customers in other statuses (for example merged, merging, or unverified) are never changed by this feature.
5. Every change to the policy (turning a rule on/off or editing months) is stored in the versions register: who changed it, when, and the before/after values. Individual weekly job runs are not logged there.

What counts as activity

Activity is any cart recorded for the Customer — including returns and carts that do not have a positive total. Logins, redemptions, email opens, and similar non-cart events do not reset the inactivity clock.

Reactivation

• inactive: reversible. A new cart alone does not reactivate the Customer. The retailer must set status back to active explicitly via the Streaming API (PATCH /customers/{value}) or file import.
• deleted (anonymized): not reactivatable. A returning person must enroll as a new Customer.
• Points: point expiration is independent of Customer status. Expired points stay expired after reactivation.

Configuration

Item	Detail
Owner App path	Configuration → Consents & Privacy → Data Retention Policy
Permission	Same gate as Data Retention Policy (DataProtection show/update)
Fields	Inactivate on/off + months; Delete on/off + months
Validation	When both rules are on, delete months must be greater than inactivate months
Default	Both rules off until configured

Events for integrations

Status transitions emit the existing webhook events so CRM, ESP, and other systems stay in sync:

Transition	Event
→ inactive	customer / update
→ deleted	customer / delete

See Webhook events and the Integrations webhooks guide.

FAQs

Question	Answer
Where is it configured?	Consents & Privacy → Data Retention Policy.
Can I choose only inactivate, only delete, or both?	Yes — each rule is independent.
How often does evaluation run?	Weekly (fixed platform cadence).
Does deleted physically remove the Customer?	No — it anonymizes PII and keeps anonymized transaction history.
What if an inactive Customer buys again?	The cart does not change status; update status to active via API or files.
What counts as activity?	Any cart, including returns.

Configuration

Review Customer consent on the Customer profile and configure privacy/masking policies from Company configuration. Configure Inactivity Lifecycle under Consents & Privacy → Data Retention Policy. Role-level access to personal data is managed in Users & Roles.