Many retailers failing GDPR test, Ecrebo

57% of UK retailers aren’t ready for GDPR, while 41% have everything in place ahead of the compliance deadline, according to research by Ecrebo. 

The research, conducted by Opinium, polled 101 retail decision-makers. It also found that less than one quarter of respondents were successful in delivering personalised offers, with technology and data cited as the main barriers. “Retailers are striving to remain relevant and competitive as they try to keep up with their customers, who are becoming more demanding about what they want in-store, particularly around personalised offers,” says David Buckingham, CEO at Ecrebo.

“Our consumer research, which we ran in parallel with the retailer research, supports this view with almost three quarters of consumers saying personalised offers keep them loyal. However, if retailers don’t have the technology in place to support them, that could present a problem both in the short and longer term.”

The report also discovered the perceived impact retailers felt Brexit would have on their business, such as increased price of imported goods, complications in operating internationally and future uncertainty. Elsewhere, respondents cited increased use of mobile payments, augmented/virtual reality and artificial intelligence as some of the technologies they wanted to implement within the next 12 months.