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.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.