Few consumers trust retailers to use their data responsibly, research finds

Consumers are more willing to share data when the requests are personalized and the experience is more rewarding. Consumers want benefits like personalization in return for sharing data with retailers.

Just 1 in 5 U.S. consumers trust retailers to use their data responsibly, according to a Press Ganey Forsta survey of 2,000 people. 

However, more than two-thirds of U.S. consumers say they are willing to share their data if it results in more personalized and rewarding customer experiences. Fewer than one-third say they would consider switching retailers for a more personalized experience.