UK shoppers want retailers to be 'friends with benefits'

The recent spate of cyber-attacks on UK retailers – including M&S, Co-op, North Face and Harrods – has failed to dent UK consumers’ willingness to share personal data, if it results in more personalised and rewarding customer experiences.

That is according to a new study from experience tech specialist Press Ganey Forsta, which quizzed 2,000 and reveals that nearly three-quarters (71%) of Brits are happy to exchange their data for a closer relationship.

This is despite the fact that just 22% of consumers trust retailers to use their data responsibly.

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 is more expensive.

The study also identifies what it calls ‘The Experience Exchange’, a shift in consumer expectations where data is no longer shared by default, but in exchange for meaningful benefits.

Over a quarter (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 Baby 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.

This approach, the study maintains, not only fosters deeper customer loyalty but also contributes to greater brand resilience in the face of external disruptions, such as cyber-attacks.

Press Ganey Forsta cross-industry division chief executive Kyle Ferguson said: “Cyber defences might prevent the next breach, but only a truly human-first customer experience can repair the relationship.

“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.”