C&B team takes a look at the balance between personalisation value and pressure that feels like stalking.
What’s actually happening
Consider two ads.
One feels helpful while the other, invasive.
Data isn’t the issue, context is.
Personalisation that offers value is welcomed.
Personalisation like
stalking, isn’t.
Myth
Fact
Myth: “Customers appreciate the attention”
Fact: 35 per cent call retargeted ads “creepy.”
Myth: “Users don’t mind if
it’s relevant”
Fact: 41 per cent find ads triggered by location invasive.
Myth: “It makes shoppers feel heard”
Fact: 75 per cent are uncomfortable with many forms of tailored marketing.
The big picture
Personalisation works.
But only when it provides authentic value, and isn’t intrusive.
66%
of customers expect brands to understand their needs
and wants.
40%
of customers wish brands knew about their preferred styles.
36%
of consumers prefer brands that individualise the shopping experience.
The context contest
Customer-centric
“Based on your purchase history..“
“Happy birthday, here’s 20% off!”
Company-centric
“You visited our competitor, try this maybe?“
“You said a word similar to our name, here’s a coupon.“
Brands doing it right
Maaden
- ‘Wrapped’ resonates across generations, from Gen Alpha to Boomers
- The data, presented as a celebration, feels welcome
Netflix
- Every interaction feeds the recommendation engine
- No third-party data needed: they build the relationship themselves
Bottom line
Personalisation is a trade – keep it fair. Customers bring data, you bring value. Help them finish what they started, and they’ll appreciate it. Nudge them to buy what they barely noticed, and they’ll vanish.
Value builds loyalty; pressure breaks it.
