Study: Personalized Pricing, Targeted Ads Gain Consumer Support.

Consumers, particularly younger adults, are increasingly willing to share shopping data with retailers in exchange for more personalized experiences, according to a new study from Dunnhumby.

The survey found that 59% of consumers 18 to 54 are more likely to purchase from retailers that offer personalized retail media advertising. Among the most popular personalization strategies were personalized pricing, favored by 64% of respondents, followed by in-store digital screens offering product suggestions at 56%, and tailored health recommendations at 54%.

According to the study, 91% of surveyed consumers said they are comfortable with retailers capturing their transactional data to support advertising efforts. Seven in 10 respondents said they are likely to trust personalized ads, while only about 25% expressed similar trust in generic advertising.

Despite that openness, consumers expressed reservations about some forms of automation. Nearly half (48%) of respondents described automated retail processes such as agentic commerce as “intrusive.”

Dunnhumby says the results highlight a growing consumer appetite for relevant, data-driven retail experiences, while underscoring continued sensitivity around emerging technologies that may be perceived as overly invasive.

“Retail media is transforming at an extraordinary pace, but the shopper perspective is often missing,” said Michael Schuh, head of retail media at Dunnhumby. “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.”

Dunnhumby’s research was based on an online survey of 3,000 grocery shoppers, including 2,000 respondents in the U.S. and 1,000 in the UK.