Consumers Are Wary About Personalization in Retail, but Open to It

They appreciate the ease it gives them, but are reluctant to share data

A person diving into a pile of clothes, electronics and other people
There's more work to be done to make consumers feel comfortable with personalization. Getty Images

LONDON—Shoppers in the United Kingdom may be increasingly comfortable with personalization in retail, but they still have reservations, a new study reveals.

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@dianapearl_ diana.pearl@adweek.com Diana is the brand marketing editor at Adweek and managing editor of Brandweek.
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