INDUSTRY // RETAIL. TECH

The Trust in CX study, released by Press Ganey Forsta, comes at a time of increased scrutiny over how retailers manage consumer data. In parallel with recent security breaches, the research finds that just 22 % of consumers trust retailers to use their data responsibly. Yet despite these concerns, many will continue to share personal information when they believe it will lead to a more valuable and personalised retail experience.

This value-driven mindset is already shaping consumer behaviour. According to the study, 47 % of consumers say they would consider switching retailers to receive a more personalised experience, and 11 % report they already have. Additionally, 72 % say they would opt for a brand they trust with their data, even if it’ s more expensive, suggesting that trust has become a key factor in commercial decision-making.

“ Cyberdefences might prevent the next breach, but only a truly human-first customer experience can repair the relationship,” said Kyle Ferguson, CEO of Press Ganey Forsta’ s crossindustry division.“ The findings point to a clear directive: security is essential, but it is no longer enough. In the postbreach retail environment, brands must prove that data sharing leads to better experiences, because that’ s what earns consumer trust back.”

The study also identifies‘ The Experience Exchange’, a shift in consumer expectations where data is no longer shared by default, but in exchange for meaningful benefits. Twentyseven percent 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 Boomers say personalisation does not matter to them at all and 20 % would not share personal data with a retailer under any circumstances. This highlights the importance of generationally sensitive experience strategies that account for differing thresholds of trust and perceived value.

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. A move that not only fosters deeper customer loyalty but also contributes to greater brand resilience in the face of external disruptions, such as cyberattacks. �

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