Retail media: technology, trust and tailored experiences reshaping shopper decisions

Our latest report changes the perspective at the centre of the retail media conversation – exploring how grocery shoppers really feel about personalisation, data use and new retail media technologies, and what brands and retailers need to get right to earn trust and influence decisions.

Based on UK and US research, the report shows that while enthusiasm for retail media is high, effectiveness depends on relevance, control and credibility. As retail media continues to evolve, the findings point to a shift away from innovation for innovation’s sake, towards shopper‑led strategies that balance technology with trust.

Key takeaways:

• Why personalised retail media is significantly more trusted and effective than generic advertising
• How shoppers expect in return for sharing their personal data and shopping habits
• Where retail media can balance familiarity with discovery to influence purchasing decisions
• How far shoppers are willing to embrace new technologies, and where automation risks crossing the line
• What shopper‑first retail media needs to look like to drive growth, trust and long‑term value