Rising expectations for personalised shopping experiences has taken the retail industry by storm. But to personalise experiences across channels, retailers need customer data. Getting that data requires customer trust.We recently asked 12,000 consumers and 2,000 digital leaders what it takes to earn trust today. The Adobe Trust Report highlights the challenges digital leaders face, along with the opportunities they see to create more trust and better customer experiences. To spotlight how these findings impact retail, we’ve included insights from industry leaders as well as the Adobe 2022 Digital Trends: Retail in Focus report.

With customer expectations continuing to rise, the importance of developing and nurturing direct relationships with consumers has never been more important. How companies gather and extract insights from customer data will become more critical, especially as marketers shift from relying on third-party data and embrace first-party strategies.