Once just a marketer’s buzzword, the concept of a ‘multichannel experience’ is now industry standard for consumers. Shoppers want to be able to browse a product in-store, complete the purchase online at its best price and availability, and then have it immediately shipped to a desired location.
They expect native functionality, consistency, and a flawless experience throughout the process, regardless of the channel. Increasingly, due to mass adoption of Netflix, Amazon and Spotify, consumers also expect personalised recommendations tailored to their individual taste and preferences. A recent report found that 83% of customers expect brands to serve them a fully-personalised digital experience.
However, the successful implementation of personalisation is easier said than done. While nine out of 10 UK companies surveyed by Adobe believe AI equates with future business success, only 30% are happy with the role AI currently plays in personalising their customers’ experience.
All too often, customers are either bombarded with suggestions for redundant products they’ve or receive recommendations eerily tailored to private parts of their lives. For instance, retail giant Target accidentally exposed a teen girl’s pregnancy to her father due to the historical data it had collected from the consumer, who had begun to buy certain products indicating a potential pregnancy.
And it’s not just creepy ads; just because your data suggests a targeted ad or marketing campaign, doesn’t mean it’s the right thing to do. In a particularly extreme example, an article in Brandwatch references an elderly person in an assisted living home receiving a Christmas basket from a local mortuary.
As personalisation integrates more seamlessly into our lives, the line between enticing and scaring off the customer grows ever more blurred. Often brands might be doing more harm than good with some of their personalisation tactics, which can severely damage their reputation and customer relationships. According to a new

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