Retail media is evolving fast – but are we designing it around the shopper?

Retail media is transforming at an extraordinary pace. New formats, new technology and new capabilities are emerging almost daily - yet one thing is often missing from the conversation: the shopper’s perspective.

That’s exactly what we set out to address in our latest research, Retail Media: technology, trust and retail experiences reshaping shopper decisions, based on UK and US shopper insights. The findings are clear: shoppers are open to more retail media experiences - but only when those experiences are personal, relevant and trusted.

Personalisation earns permission - generic ads don’t

One of the strongest signals from the research is shoppers’ willingness to share their data when the value exchange is clear. In fact, 91% of shoppers say they’re comfortable with their transactional data being used, as long as it results in more relevant, personalised advertising.

Personalisation drives trust, too. Seven in ten shoppers say they’re likely to trust personalised ads, compared with just a quarter for generic advertising. And for 18–54‑year‑olds, the impact is commercial: 59% say they’re more likely to buy from retailers that deliver truly personalised retail media ads.

In a world already saturated with marketing messages, retailers and brands don’t win attention by being louder - they win it by being more relevant. Breaking through the noise requires deep shopper understanding, strong loyalty mechanics and quality engagements that feel genuinely useful. That’s how trust is built, shopper experience improves - and growth follows.

The opportunity: balancing familiarity and discovery

The research also highlights a powerful opportunity for retail media right now. 66% of shoppers say they tend to stick with familiar products, yet separate research from Tesco Media shows 71% also enjoy discovering new brands while shopping.

These two behaviours aren’t in conflict - they’re complementary. Retail media works best when it combines the reassurance of familiarity with personalised recommendations for discovery. Done well, this helps shoppers feel seen and understood, enhances their journey and makes discovery efficient rather than disruptive.

Open to innovation - cautious about automation

Shoppers are also broadly receptive to innovation, particularly when new technology enhances the shopping experience rather than complicating it. Concepts such as personalised pricing, in‑store screens with tailored product suggestions and health‑led recommendations all resonate strongly.

However, there’s a clear line. Nearly half of shoppers describe fully automated processes - including agentic commerce - as intrusive. This reinforces a crucial point: innovation must be anchored in trust and applied through a clearly customer‑led strategy. Technology should support choice and control, not replace them.

Personalisation isn’t experienced in silos

It’s very clear from the report that shoppers don’t experience personalisation in isolated moments. They expect consistent relevance across their entire retail journey - from their purchases, to the retail media they receive next.

Meeting that expectation means moving beyond fragmented execution. Retailers and brands need to work from shared customer insight, combining retailer data and understanding with brand creativity. The strongest retail media experiences feel collaborative, seamless and earned - not imposed.

Retail media works best as an ecosystem

Retail media delivers its greatest value when it’s part of a connected ecosystem - integrating loyalty, personalisation, retail media and category management into one coherent experience.

At dunnhumby, that’s exactly what we help retailers and brands do: align around real shopper needs to build stronger relationships and deliver better outcomes for customers, retailers and brands alike.

If retail media is to fulfil its potential, it must start with the shopper - not the technology. Our latest research is a step toward making that happen.

The full report, Retail media: technology, trust and retail experiences reshaping shopper decisions, is available now, with detailed demographic insights, cross‑market comparisons and clear recommendations for retailers and brands.