Many Brits willing to share personal data for improved retail experiences despite recent cyber attacks

Despite ongoing concerns following cyber attacks on M&S, adidas and The North Face, a new study from Press Ganey Forsta (involving 2,000 Brits) reveals that 71% of UK consumers remain willing to share personal data with retailers, if it results in more personalised and rewarding customer experiences.

This comes at a time of increased scrutiny over how retailers manage consumer data. In parallel with recent security breaches, the research finds that just 22% of consumers trust retailers to use their data responsibly. Yet despite these concerns, many will continue to share personal information when they believe it will lead to a more valuable and personalised retail experience.

According to the study, 47% of consumers would consider switching retailers to receive a more personalised experience, and 11% report they already have. Additionally, 72% would opt for a brand they trust with their data, even if it’s more expensive.

“Cyber defences might prevent the next breach, but only a truly human first customer experience can repair the relationship,” saiys Kyle Ferguson, CEO at Press Ganey Forsta’s cross-industry division. “The findings point to a clear directive: security is essential, but it is no longer enough. In the post-breach retail environment, brands must prove that data sharing leads to better experiences, because that’s what earns consumer trust back.”

The study also identifies ‘The Experience Exchange’, a shift in consumer expectations where data is no longer shared by default, but in exchange for meaningful benefits. 27% of consumers cite tailored loyalty rewards as the most important factor influencing their willingness to share personal data, while 42% highlight personalised promotions or product recommendations as one of their top three trust drivers.

Notably, this exchange is not viewed equally across demographics. When asked about personalised services, 22% of Boomers say personalisation does not matter to them at all and 20% would not share personal data with a retailer under any circumstances.

The findings reveal that leading retailers are building consumer trust by focusing on delivering human first, relevant, and measurable value in return for personal data. A move that not only fosters deeper customer loyalty but also contributes to greater brand resilience in the face of external disruptions, such as cyber attacks.

2025 RTIH INNOVATION AWARDS

Personalisation will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.