According to a study from data communications group REaD Group, there seems to be an intrinsic link between a retailer’s trust rating and age of their loyalty programme. The result of the study suggested that Amazon is the UK’s most trusted retailer, followed by Tesco, Sainsbury’s, Boots, and M&S. In addition to this, they also found that 50% of consumers trust Amazon with their personal data; Consumer trust is on the rise across all sectors and that supermarkets are considered the most trustworthy of all retailers.