Nine in 10 shoppers are open to more retail media experiences, but only when the ads are personalized, according to new research from dunnhumby.
The study of U.K. and U.S. shoppers found that demand for personalized advertising is high, yet its effectiveness depends on how well retailers and brands deliver relevant, timely and trusted messages within retail media environments.
The report, “Retail Media: Technology, Trust and Retail Experiences Reshaping Shopper Decisions,” shows that new technology excites shoppers. But it must come with control and not replace the shopping process.
Shoppers trust personalized ads more than generic ones
The report found a clear willingness among shoppers to have their transactional data captured, with 91 percent stating they are comfortable doing so. However, that willingness is conditional on receiving more relevant, personalized retail media and advertising.
Seven in 10 shoppers said they are likely to trust personalized ads. By comparison, just a quarter of shoppers trust generic advertising. Also, 59 percent of shoppers ages 18 to 54 said they are more likely to buy from retailers that deliver truly personalized retail media ads.
Where the opportunity lies for retail media
Two-thirds of shoppers said they tend toward familiar products. Yet in a separate recent study by Tesco Media, “Moving Mindsets,” 71 percent of shoppers said they enjoy discovering new brands while shopping.
Together, the findings show a clear opportunity for retail media, and knowledge of the customer is key. By combining the reassurance of familiar products with relevant recommendations for new products, retailers can make discovery personalized and relevant. That approach helps shoppers feel seen and understood, and their retail journey becomes more efficient.
Shoppers open to innovation but wary of automation
The research also shows shoppers are open to new retail media technologies, particularly those seen to enhance the shopper experience. The most popular concepts include:
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Personalized pricing (64 percent)
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In-store screens with product suggestions (56 percent)
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Tailored health suggestions (54 percent)
However, nearly half of respondents (48 percent) deemed automated retail processes such as agentic commerce “intrusive.” That finding highlights the need for retailers to build trust and anchor innovation in a clearly defined, customer-led strategy before rolling out widespread automation.
Michael Schuh, head of retail media at dunnhumby, said the shopper perspective is often missing from retail media discussions.
“Retail media is transforming at an extraordinary pace, but the shopper perspective is often missing,” Schuh said.
“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.”
The research indicates shoppers see retail media as part of the shopping experience – an experience that increasingly demands personalization. They expect consistently relevant experiences that add value across their entire retail journey, from purchase to the retail media they receive next.
To deliver that, retailers and brands must move beyond fragmented execution and work from shared customer insight, combining retailer understanding with brand creativity. The strongest retail media experiences are collaborative, seamless and trusted – feeling earned rather than imposed.
Retail media works best as part of a connected ecosystem that integrates loyalty, personalization and category management. At dunnhumby, the company helps brands and retailers align around shopper needs to build stronger relationships and better outcomes for the customer, the retailer and the brand.
The full report is available now and includes deeper insights across demographics, cross-market comparisons and recommendations for retailers and brands looking to strengthen their retail media strategies.
Methodology
The research is based on an online survey of 3,000 grocery shoppers, including 2,000 respondents in the U.S. and 1,000 in the U.K. All respondents were adults age 18 and older. Responses were self-reported. The survey used 0-10 rating scales, 1-5 likelihood scales, multiple-choice and ranked priority questions. Data was collected by Toluna on behalf of dunnhumby in January 2026.
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