Marketers have grappled with privacy regulations for years, but the rise of younger generations who are accustomed to receiving targeted digital ads may finally be changing the game for retail brands.
Speaking during a panel titled „Retail: Convergence of digital and physical,“ Nick Jones, evp of innovation and growth at Leo Burnett’s Arc Worldwide retail practice, said millennials and Gen-Z are warming to technologies like NFC (near field communication) and mobile payments that deliver personalized content such as coupons or videos.
„By definition, things like NFC are opt-in because the shopper is making a decision to tap the product,“ he said. „The new generation of millennials and even younger audiences are getting more familiar with that kind of blended world where there isn’t quite as much of a protection of privacy.
„Frankly, they’ve kind of grown up with the personalization of content where I’m aware of where you’ve shopped, where you left a [shopping] basket, and I’m going to remind you. They see that more as a value than necessarily an intrusion of their privacy.“