Only 31 per cent of UK retail businesses are sufficiently prepared for the EU General Data Protection Regulations, despite the legislation coming into effect on 25 May.

This is according to instantprint, which found that the switchover to new regulations has proved to be an expensive task for retailers, with 45 per cent having to reprint marketing materials to gain compliance, at an estimated cost of £352 for each retail campaign.

Email remains the preferred marketing method among the 1300 retailers surveyed, with 59 per cent still using it. On average, 59 per cent of small businesses use flyer distribution, while 42 per cent still use direct mail.

“As the survey suggests, the introduction of the new GDPR legislation is going to have unavoidable financial implications on small businesses,” said James Kinsella, director of instantprint. “Despite this, GDPR does provide opportunities, compliancy will highlight your business’ trustworthy and ethical practices when it comes to marketing communications and the handling of personal data.”

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