Key stat: 58% of retail professionals strongly agree that sharing customer location data with partners positively impacts revenue, according to a June Retail Systems Research (RSR) survey.

Beyond the chart:

• Nearly half (49%) of worldwide adults look for a balance of privacy and personalization when using AI tools, according to a May 2025 Kantar survey.
• Digital shoppers find personalized offers and deals (30%) much more valuable than location-based services (12%), according to a June VML survey.

Use this chart: Marketers and retailers can use this chart to invest in location-based targeting while respecting privacy, focusing only on the personalization that shoppers actually want.

Related EMARKETER reports:

• In-Store Retail Media 2025 (EMARKETER subscription required)
• US Retail Industry Ad Spending 2025​ (EMARKETER subscription required)

Methodology: Data is from the September 2025 Retail Systems Research (RSR) report titled "Location Intelligence In 2025: Motion In Motion." 161 retail professionals worldwide were surveyed online during May-June 2025. 98% of respondents had a retail presence in the US. 80% worked for retailers with 2024 revenues ranging from $500 million to over $5 billion.