Personalisation problems: getting it wrong can drive away customers – time to use AI
Personalisation problems: getting it wrong can drive away customers – time to use AI

Poor attempts at personalisation are having an adverse impact on customer experience. So finds a study by AI marketing experts Emarsys, which suggests that an alarming 2 in 5 consumers (41%) swear they won’t purchase from a brand again if they receive haphazard marketing materials, causing irreparable, long-term damage to thousands of brand-customer relationships.

In addition, more than 60% demand that offers they receive be tailored to them and their interests precisely, so it’s no surprise that two thirds (66%) admitted they would ignore all future marketing from a brand if it sent them hit-or miss offers.

While the findings indicate brands are struggling to get the formula right, they also demonstrate the market opportunity for businesses that put personalization at the heart of their strategy and provide more tailored content to consumers. When it comes to customer loyalty, over half of respondents (57%) admitted they would be more likely to repeat purchase if they received more loyalty-based discounts from a retailer, while 41% would be more likely to buy from a brand again if they received bespoke offers which were truly personalized and unique to them.

The problem that most brands encounter though is that human-driven personalisation just doesn’t scale. That is, segmentation and personalisation designed and executed by marketers doesn’t provide the level of individualization, at volume, that…