For the past several years, marketers have been capturing email addresses at brick-and-mortar locations. As we approach another holiday buying season there will likely be a bump in this practice. The immediate value driver for the consumer is typically an electronic receipt, which is certainly a convenience, but the practice also helps brands to connect with customers. There are tradeoffs, however.
I love my fitness tracker. Not only does it affirm me (I met my today’s goal!), it also supports my inner narrative (of course I’m cranky – I slept badly last night… be nice to me). Last holiday season it was the gift I didn’t even know I wanted until I got it. This year, we’re both older and wiser. Trust in our relationship has shifted from blind innocence to practical, mature action. I’ve come to realize more and more about how my device gathers, transmits and stores reams of personal data on me and my habits.