NEW YORK — Many Target customers are ready to forgive and forget.
Following a data breach over the holiday season that affected millions of shoppers, only 7 percent of customers plan to reduce spending at the chain over the next year, according to a Bloomberg National Poll. The survey, conducted May 8-11, also found that Target’s decision to replace its chief executive officer this month had little effect on consumers’ desire to shop at the chain.
The results suggest Target may be able to regain the loyalty of customers after the theft of 40 million payment-card numbers by hackers. When the incident became public in December, it hurt Target’s reputation and contributed to a drop in fourth- quarter sales. Chief Financial Officer John Mulligan was named interim CEO on May 5, replacing Gregg Steinhafel, who held himself personally accountable for the breach.
Despite the turmoil, 85 percent of customers expect to shop about the same amount at the chain over the next year, the survey found. Seven percent will spend more, and 7 percent will shop less. One percent had no opinion. The results had a margin of error of as much as 4.5 percentage points.
About half of customers are confident that Target will be able to keep credit and debit-card information safe from here on in, the survey found. The removal of Steinhafel, meanwhile, made no difference for 84 percent of the 1,020 people polled. Eight percent said they would likely make more purchases at Target after the CEO change, while 7 percent it would reduce their spending.