Nearly all marketers (99%) recognise the importance of personalisation to ecommerce success, yet many still fail to deliver during the industry’s most competitive period in the run up to the festive season, citing the fact that they simply do not have the time.
New research from AI-powered lifecycle engagement platform SalesManago exposes a clear gap between belief and execution.
The study, based on insights from over 150 ecommerce marketing leaders across the UK, Germany, Spain and Poland, revealed that more than a quarter (27%) admit struggling to personalise offers during Black Friday, while 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. Over half (51%) report improved customer retention, 46% see higher engagement rates, and 41% cite increased revenue as a direct result of personalisation initiatives.
However, execution remains a major hurdle. Almost half (47%) of marketers say they are time-poor or “just about coping” with their current workload, suggesting that speed, automation, and real-time decision-making are key barriers to success during high-stakes retail periods.
Even so, the outlook remains optimistic. Over a third (37%) of marketers plan to roll out new personalisation tactics in 2026, with customer journey mapping (43%) and advanced visualisation tools (45%) topping next year’s investment priorities.
SalesManago chief executive Phil Draper said: “Personalisation is rapidly becoming essential for cutting through the noise in today’s crowded inboxes. The data shows a clear opportunity. With the right personalisation technology, marketers can bridge the gap between strategy and execution, turning one-off buyers into lifelong customers. Ultimately, this unlocks greater loyalty and revenue.”
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