Shoppers say they get nothing in return for sharing personal data

In new research from loyalty experts ICLP, who surveyed over 1,000 consumers they found that nearly 75% of shoppers in the UK say they don’t receive anything in return for sharing personal data with brands. 48% of shoppers don’t believe their personal data will be treated with respect by brands, only 28% believe that retailers will remember what they’ve purchased in the past and 81% say that brands don’t remember their birthday. Next year’s new General Data Protection Regulation (GDPR) will come into effect, and requires all data used by brands to have been collected using active, affirmative consent, many brands face the challenge of re-signing up thousands of customers and not doing so will make it even harder for brands to deliver true personalisation to their customers.

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