British consumers want brands to give them something in return after they hand over their personal information, a new survey has found.

According to research by loyalty expert ICLP, just 28 per cent of respondents believe retailers remember previous purchases.

Figures also showed that only 31 per cent find organisations recall their shopping, payment and delivery choices, while 81 per cent feel brands fail to remember their birthday.

As a result, nearly three-quarters don’t believe sharing data is worthwhile, as they aren’t being adequately rewarded for doing so.

Meanwhile, almost half said they are not convinced their personal information will be treated by brands with respect.

Jason De Winne, General Manager at ICLP, believes this sentiment “presents a significant problem for retailers at a time when they need shoppers to engage to ensure that they comply with new regulations”.

Indeed, the General Data Protection Regulation is being adopted across the European Union next year and will mean consumers have to consent to the use of their data, as well as have the right ask to see the data that companies have about them.

“If shoppers don’t see any value in sharing their data, they will simply opt to remain a guest customer,” Mr De Winne commented.

“This will leave brands unable to deliver the exciting and personalised shopping experiences that customers want.”

Mr De Winne believes now is the perfect time for brands to focus on showing customers that they will be rewarded appropriately for sharing their personal data.

Furthermore, he said organisations must demonstrate data will be used in a responsible way “that ultimately benefits the consumer”.

“What’s in it for me?”: Three quarters of UK shoppers say they get nothing in return for sharing their personal data with brands, Netimperative