How do shoppers feel about sharing their data?
Shoppers are comfortable with sharing their data and have evolving expectations on what they should get in return.
42% of shoppers aged 18-54 say they’re 'very' or 'extremely' comfortable sharing information about their shopping habits in exchange for better, more personalised offers. Less than a tenth (8%) are 'not at all' comfortable with that idea. This shows that there is a level of comfort or expectation for their data to be shared and used - it's no longer a question of whether they should, but what they'll get in return.
Relevance alone isn’t enough, however; personalisation needs to deliver tangible value, too. Asked to rank what matters most in personalised suggestions, the most popular response was price or discounts (55%), ahead of ease of purchase (48%), discovering new products (46%), and relevance to their interests (42%).
Precision matters, as well. Half of shoppers (49%) say it’s important that the offers and suggestions they receive are based on accurate and up-to-date information. In short: shoppers will share their data, but they expect it to be used well.
When retailers get this right, the commercial impact is clear. 59% of shoppers aged 18-54 say they’re more likely to buy from retailers that consistently deliver highly personalised suggestions. The evidence is irrefutable: personalisation done right drives loyalty.
Key insight:
Shoppers understand that their data is being seen and used. More importantly, the majority actively support it. But with understanding comes expectation; they want that exchange to mean relevant, timely, and tailored communications, not generic targeting based on broad segmentations. The incentive for delivering on those expectations is irresistible, too. Invest in personalisation, and shoppers will choose you over the competition.