The issue of personal privacy has arisen with marketers increasingly using location settings and personal information to target shoppers. However, recent research shows that almost half of all smartphone owners are open to receiving location-based and personalized offers. It appears that smartphone savvy shoppers are willing to embrace innovative features that allow them to receive personalized deals and offers in exchange for giving up some personal privacy.

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As more technology like iBeacon and in-store location offers emerge and shopper concerns of privacy decrease, how will this change and influence shopper behavior? #MarsTalk