In today’s retail landscape, data is the engine powering personalized experiences, operational efficiency, and business growth. Yet, as retailers collect and leverage more customer data, they face a dual challenge: meeting rising expectations for tailored engagement while maintaining customer trust and complying with evolving privacy regulations. The path to success in retail is not just about collecting more data, but about using it responsibly, transparently, and in ways that create genuine value for both customers and the business.
Retailers are uniquely positioned in the data economy. Every interaction—whether online, in-store, or via mobile—generates valuable insights. However, global surveys reveal a significant trust gap: 61% of consumers know little to nothing about what companies do with their data, and 40% believe their data is worth more than the services they receive. This knowledge gap is a barrier to trust and engagement, but it also presents an opportunity for retailers to differentiate themselves by leading with transparency and value.
Consumers are increasingly aware of the value of their data. They are willing to share information, but only when the benefits are clear and tangible—such as personalized offers, exclusive access, or enhanced convenience. Retailers that can articulate and deliver a fair value exchange are better positioned to earn customer trust and foster loyalty. Personalized offers based on spending preferences and personalized content to help with shopping are among the top features shoppers want from online retailers.
Privacy is no longer just a compliance issue—it’s a core component of the customer experience. Many consumers worry about misuse of their information, lack of control, and the risk of data breaches. Notably, 32% of global participants said they would be more willing to share data if companies made it easy to delete their information. Retailers that empower customers with control over their data—through clear consent management and easy-to-use privacy tools—can turn privacy into a loyalty driver.
As third-party cookies and legacy identifiers disappear, first-party data—information collected directly from customers with their consent—has become the foundation of modern retail strategy. First-party data enables:
Customer Data Platforms (CDPs) are central to this transformation. CDPs unify data from multiple sources, resolve customer identities, and enable real-time activation of insights across channels. According to industry research, 64% of companies have adopted some form of CDP, with privacy and compliance as the top drivers. Retailers using CDPs report greater success in improving transparency, driving loyalty, and personalizing experiences. A well-executed CDP helps:
To thrive in the data-driven future, retailers must go beyond compliance and make trust a strategic priority. Here are actionable steps to optimize the data value exchange:
Retailers face unique challenges that make the data value exchange even more critical:
Building consumer data trust is not just about avoiding risk—it’s a strategic imperative for growth. Retailers that lead with transparency, control, and value will unlock richer data, deeper engagement, and stronger customer loyalty. As privacy-sensitivity becomes a new axis of personalization, the ability to adapt to individual preferences will define the next generation of customer-centric retail.
At Publicis Sapient, we help retailers navigate the complexities of data strategy, privacy, and digital transformation. By translating global consumer insights into actionable strategies, we empower brands to build trust, create value, and thrive in the data-driven future.
Ready to build a data trust advantage? Connect with Publicis Sapient to learn how we can help you turn consumer insights into business impact.