New research from SALESmanago, the AI-powered Lifecycle Engagement Platform, has revealed that while nearly all marketers (99%) recognise the importance of personalisation to eCommerce success, many still fail to deliver during the industry’s most competitive period — Black Friday.
The findings expose a clear gap between belief and execution. The research was based on insights from over 150 eCommerce marketing leaders across the UK, Germany, Spain and Poland. It revealed that 27% of marketers admit struggling to personalise offers during Black Friday. 25% fail to convert new customers into repeat buyers, and 24% say they act too slowly on real-time data.
Despite these challenges, marketers continue to see the value of personalisation throughout the customer journey. 51% report improved customer retention, 46% see higher engagement rates, and 41% cite increased revenue as a direct result of personalisation initiatives.
Execution remains a major hurdle
However, execution remains a major hurdle. Almost half (47%) of marketers say they are time-poor or “just about coping” with their current workload. This suggests that speed, automation, and real-time decision-making are key barriers to success during high-stakes retail periods.
“Personalisation is rapidly becoming essential for cutting through the noise in today’s crowded inboxes,” said Phil Draper, CEO at SALESmanago. “The data shows a clear opportunity. With the right personalisation technology, marketers can bridge the gap between strategy and execution. This can turn one-off buyers into lifelong customers. Ultimately, this unlocks greater loyalty and revenue.”
Looking ahead, the outlook remains optimistic. 37% of marketers plan to roll out new personalisation tactics in 2026. Customer journey mapping (43%) and advanced visualisation tools (45%) top next year’s investment priorities.
Enterprise Times: What this means for businesses
The key findings from SALESmanago research is not too surprising. 27% of marketers admit they struggle with personalising offers during Black Friday. Even though 99% see it as key to eCommerce success. Execution is also a challenge for them, with almost half (47%) time-poor or “just about coping.”
One possible reason why marketers are failing to achieve the personalisation they aspire to is the fragmented martech landscape. There are so many tools and applications claiming to provide personalised solutions for retailers and brands, with ambitions to better understand and engage customers throughout their journey.
Another possible issue is that there is no single universal industry standard for measuring personalisation. Businesses commonly use established metrics and best practices to evaluate their effectiveness. Measurement frameworks focus on linking personalisation efforts to key business outcomes by combining quantitative and qualitative data. However, each provider will often have their own measurement framework for their personalisation tool. Ultimately, the key indicators for personalisation efforts are directly attributable to revenue generation.
