Findings at a glance
New tech excites shoppers, but only when they remain in control
Shoppers are most engaged by personalised pricing and in-store screens, and least excited by agentic shopping. Innovation is welcomed, especially where it enhances control and value for shoppers, but there's work to do to create acceptance of some emerging technology and engagement methods, something for media planners and retailers to consider.
Shoppers are happy to share their data, when benefits are clear
91% of shoppers are comfortable sharing their data but they expect personalised offers and suggestions in return. Furthermore, they claim that they are more likely to buy from a retailer who provides this. Getting personalisation right could be the difference between a missed opportunity or your next 'regular'.
Personalisation is no longer optional, and expectations are evolving
People trust recommendations based on their prior purchasing decisions and are more likely to buy from retailers that consistently deliver highly personalised suggestions. Personalisation is no longer a 'nice to have' - it’s a foundation for winning loyalty. Trust is strongest when recommendations reflect real behaviour.
Personalised discovery changes the game with shoppers
While 66% of shoppers lean towards familiar products, 71% also enjoy discovering new brands. This creates a clear opportunity for retail media: by pairing trusted favourites with relevant recommendations, retailers can make discovery feel personal and valuable - helping shoppers feel understood and improving the overall shopping journey.