Sandro: Security + Behavioral Analytics

One of the first things that is suggested to the customer upon arriving at the United States version of the Sandro website is to sign up for the Sandro newsletter. The user enters their email and a chosen password to create an account with the brand and receive emails. I signed up for this service in September and have yet to receive an email or an update from Sandro. I have checked spam, and still no email. It is still unclear how often these newsletters are emailed.

As far as security is concerned, Sandro automatically logs the user out each time the browser is closed. It is infuriating to constantly log-in, but the automatic log-out soothes the user who may be concerned that their information is saved. Should the user lose their laptop, he or she can rest easily knowing that their information is not stored on the computer. However, the information is stored with Sandro at their headquarters. If the Sandro site is hacked, a hacker does have access to all of the customer's information including: their email address, a shipping address, and a billing address.

The Privacy Policy is directly stated on the Sandro website.

A major downfall of Sandro's website is their lack of use of behavioral analytics. Though the site captures location information based on the billing and shipping information of the user or the GPS located inside the computer surfing the website, there is no coordination of location of the user and the product shown. The website homepage does not change based on location. This is an extremely large expense, and may back-fire on Sandro due to too much market-segmentation, however, it would be helpful to many customers to see  a more dynamic site. Additionally, there are no calculations that track the items that customers have clicked on and can suggest similar or complementary products; there is no opportunity of cross-selling or up-selling on the Sandro website.