Nick Jones from ARC Worldwide: The retail industry must create technologies that help millennials make decisions

Nick Jones, EVP of Innovation and Growth at Leo Burnett’s Arc Worldwide retail practice must develop technologies and platforms that help millennials make decisions. In the framework of the Mobile World Congress, held in Barcelona, Spain, the executive spoke about the possibilities that new generations offer marketers and agencies that take part in this category.”Technologies like NFC (near field communication) are key to improve purchase decision” he said.Jones argued that Gen-Z and Millennials are increasingly familiar with technologies and 2.0 interaction. He explained that since they were born in the digital age, they are willing to share personal data in exchange for offers and personalized proposals. “These generations have 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” assured Jones. He added that both generations see as positive progress the fact of partially handing over part of the control of their personal data to retail companies. “Millennials and Gen-Z are part of the world in which certain things are considered more a value than necessarily an intrusion of their privacy, they even think it’s necessary” argued Jones.