Customers are becoming less sensitive to data sharing as they see the benefits, recent research showed 56% of UK shoppers would be willing to share their data in return for discounts or rewards relevant to their needs. But, 60% also said that retailers provided either an average or poor customer experience, clearly there is a long way to go before the customer is completely understood. Retailers can promote data sharing by following 5 key guidelines outlined in the article. The application of data provides a huge opportunity for retailers to achieve repeat, valued custom.

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