Shoppers today are losing trust in retailers, and it’s not just about bad deals or prices. According to a study by Forsta on a sample of consumers, only 15% believe that retailers responsibly use their personal data. Yes, you read that right — only 15%! But here’s the twist: over two-thirds of consumers are willing to share their data if it results in a better, more personalized shopping experience. So, it’s not about rejecting personalization, it’s about trust and transparency.
Rebecca Becker, Vice President of Retail Experience Solutions at Forsta, makes it clear that retailers must offer value in exchange for data. Transparency and security are key. Shoppers want to know how their data is used and whether it brings real benefits — like personalized discounts or early access to new products.
Julie Geller from Infotech Research Group emphasizes that retailers need to stop viewing data collection as just a legal obligation. Instead, it should be a value exchange — customers give data, and in return, get a better experience. While security breaches can damage trust, Becker argues the damage isn’t irreversible. All it takes is consistently showing customers that they are valued and that their data truly enhances the shopping experience.
In the end, restoring trust isn’t just about better technology. Retailers need to show they value customers as individuals by offering personalized offers, loyalty rewards, and seamless service both online and in physical stores. If this doesn’t happen, brace yourself for even more trust erosion and unhappy shoppers. So, do you still trust retailers with your data? Or have you already clicked “reject cookies”? Share your thoughts — maybe together we can figure out how to fix this mess!
