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, based on insights from over 150 eCommerce marketing leaders across the UK, Germany, Spain and Poland, revealed that more than a quarter (27%) of marketers 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.
“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, turning one-off buyers into lifelong customers. Ultimately, this unlocks greater loyalty and revenue.”
Looking ahead, 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.