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The Washington Post this morning reports that the rash of data breaches at major retailers seems not to be having much of an impact on the consumer psyche.

Here's how the Post frames the story:

Shoppers, it writes, seem to "have become numb to reports that their credit cards and other personal information have been compromised as incidents have piled up in the last year. Target suffered a major breach during last year’s holiday shopping frenzy. Restaurants P.F. Chang’s and Jimmy John’s have acknowledged hacks this year. So have Neiman Marcus, Michaels and Sally Beauty Supply. SuperValu says it was hacked twice this year.

"There have been 579 data breaches this year, a 27.5 percent increase over the same period last year, and it is only expected to become more common as consumers become more dependent on Internet-connected devices, according to the Identity Theft Resource Center.

"Recent research suggests that many consumers have become complacent about these intrusions: Some 32 percent of consumers said they “ignored the notifications and did nothing” when they were alerted to a possible data breach involving their personal information, according to a study by the Ponemon Institute, which studies information security. In the same study, 71 percent of respondents said they did not stop doing business with the company that had been breached."
KC's View:
Consumers may be numb, but retailers cannot afford to be. Because if they are complacent, this thing is going to come back and bite them on the tucchus … i think consumers may be numb only because they don't see it as impacting them, but it won't take much to turn that around…