New dunnhumby research shows the customer perspective of retail media – and how retailers and brands can deliver it well

London, UK, 22 April 2026 | Nine in ten shoppers are open to more retail media experiences – but only when it’s personalised, according to new UK and US research from dunnhumby.

The study, Retail Media: technology, trust and retail experiences reshaping shopper decisions, shows that while demand for personalised advertising is high, its effectiveness depends on how well retailers and brands deliver relevant, timely and trusted messages within retail media environments. The study shows that while new technology excites shoppers, it must come with control and not replace the process.

Key takeaways:

Shoppers are more than twice as likely to trust advertising that is personalised

The report finds a clear willingness among shoppers to have their transactional data captured, with 91% stating they are comfortable doing so. However, this is conditional on receiving more relevant, personalised retail media and advertising.

• Seven in ten shoppers likely to trust personalised ads, compared to generic advertising which is trusted by just a quarter of shoppers
• 59% of 18–54-year-olds are more likely to buy from retailers that deliver truly personalised retail media ads

Where’s the opportunity for retail media right now?

• 66% of shoppers say they tend towards familiar products
• In another recent study by Tesco Media, Moving Mindsets, 71% also say they enjoy discovering new brands whilst shopping

Together, these two findings show a clear opportunity for retail media and knowledge of the customer is key. Combining the reassurance of familiar products with relevant recommendations for new products, retailers can make discovery personalised and relevant. This way shoppers feel seen and understood and their retail journey is efficiently enhanced.

Shoppers open to innovation – but wary of automation

The research also shows that shoppers are open to new retail media technologies, particularly those seen to enhance the shopper experience. The most popular concepts include:

• Personalised pricing (64%)
• In-store screens with product suggestions (56%)
• Tailored health suggestions (54%)

However, nearly half of respondents (48%) deemed automated retail processes such as agentic commerce to be ‘intrusive’, highlighting the need for retailers to build trust and anchor innovation in a clearly defined, customer‑led strategy before rolling out widespread automation.

Michael Schuh, Head of Retail Media at dunnhumby, says: “Retail media is transforming at an extraordinary pace, but the shopper perspective is often missing. This report changes that, showing how people engage with retail media so that we can design solutions that genuinely add value to their lives.

Today’s world is filled with marketing messages, so it’s vital retailers and brands break through the noise with deep shopper loyalty and quality engagements – to build trust, create the best shopper experience – and ultimately grow their business.”

Our findings show that shoppers see retail media as part of the experience – an experience that increasingly demands personalisation. They expect consistently relevant experiences that add value across their entire retail journey – from purchase to the retail media they receive next.

To deliver this, retailers and brands must move beyond fragmented execution and work from shared customer insight, combining retailer understanding with brand creativity. The strongest retail media experiences are collaborative, seamless and trusted – feeling earned rather than imposed.

Retail media works best as part of a connected ecosystem, integrating loyalty, personalisation and category management. At dunnhumby, we help brands and retailers align around shopper needs to build stronger relationships and better outcomes for the customer, the retailer and the brand.

The full report, Retail Media: technology, trust and retail experiences reshaping shopper decisions, is available now and includes deeper insights across demographics, cross-market comparisons, and clear recommendations for retailers and brands looking to strengthen their retail media strategies.

Methodology

This research is based on an online survey of 3,000 grocery shoppers, comprised of 2,000 respondents in the United States and 1,000 respondents in the United Kingdom. All respondents were adults aged 18 and above, and responses were self-reported. A mix of 0-10 rating scales, 1-5 likelihood scales, multiple-choice, and ranked priority questions were used to provide us with an understanding of both sentiment and behavioural intent. The data was collected by Toluna on behalf of dunnhumby in January 2026.

About dunnhumby

The science of serving every customer. Together. At scale.

As the essential intelligence layer connecting the world’s leading retailers and brands dunnhumby helps businesses grow through faster, better decision making.

Sitting at the intersection of loyalty, media, and category management, dunnhumby helps to navigate complex and competing priorities. Combining AI-enabled science, software, and trusted advice, together with over 35 years of dedicated retail experience, dunnhumby is recognised as a leader in connecting customer insight and action to build loyalty, drive performance, and deliver results that last.

With offices in locations across Europe, Asia, Africa, and the Americas, dunnhumby works with iconic retailers and brands including Tesco, Walmart Data Ventures, Coca-Cola, Meijer, Procter & Gamble, and L’Oréal, to make smarter decisions today and tomorrow.