Avoid Storing Email Addresses and Phone Numbers in Marketing Cloud

If Northern Trail Outfitters does not want to store email addresses or phone numbers within Marketing Cloud, then they need to find an alternative solution to still be able to send emails or messages to their customers. Among the options given, the feature they should use is the Lookup reference to Contact Object.

Lookup reference to Contact Object is a feature that allows Marketing Cloud to connect to the Salesforce CRM Contact Object, which already contains the email addresses and phone numbers of their customers. By using this feature, Northern Trail Outfitters can leverage the information already stored in Salesforce without actually storing it in Marketing Cloud.

This means that they can still send emails and messages to their customers without the need to store their sensitive information within Marketing Cloud. Moreover, using Lookup reference to Contact Object also ensures that the customer data is always up-to-date since it is being pulled directly from the Salesforce CRM.

On the other hand, Field Level Encryption is a feature that allows users to encrypt specific fields within Marketing Cloud. While it can provide an extra layer of security for sensitive data, it does not address the issue of not wanting to store email addresses or phone numbers within Marketing Cloud.

Therefore, Lookup reference to Contact Object is the more appropriate feature for Northern Trail Outfitters to use in this scenario.