Industry Knowledge
Min Read

Hey Suresh, Open for a Surprise!

xenopulse 134 edition
Published On
August 10, 2023

Discover the problems that can arise when brands try to personalize things but make mistakes. Also get useful tips on how to do personalization right to keep and attract more customers.

Hello Hello Hello,

I know what you're thinking. "Who the hell is Suresh?"

Well, I'm not Suresh. And I'm sure you're not either.😂 But you know what we do have in common?

We've all been on the receiving end of some pretty wrong personalization attempts from retail brands.👎🏽 You know, the kind that makes you want to delete your email account & never shop online again.

I’m not only talking about the small slip-ups, like name mishaps but also the biggies – like sending a coupon for something you're allergic to.🤢

So in today's edition, we’ll spill on the epic fails of personalization – prime lessons in what NOT to do, along with tips on how to hit the right notes.

And Oh! Suresh, I'm sorry I used your name. But it was the only way to get your attention. Let’s Dive in:

📉 Why does Personalization go wrong?

It's no secret that customer-centricity is essential for success. But without the right strategy & limited data, it's often counterproductive.

🔴 38% customers abandon brands because of poor personalization

🔴 76% customers get frustrated on receiving non-personalized messages

Although 80% of companies claim to provide personalized experiences to consumers, there are many reasons why they make a mess out of personalization:

👉🏽  Out-of-date information about consumers

👉🏽 Incorrectly interpreting customer intent

👉🏽 Inflexible Personalization Models

👉🏽 Not integrating personalization with other channels

👉🏽 Making assumptions about customer preferences

Now that we’re well aware of why Personalization goes wrong, let’s look at some examples:

🎈 3 Ways How Brands Can Fail in Doing Personalization:

Here is a list of mistakes brands should avoid in order to do the right personalization:

1. Going Overboard with Personalization ❌

Brands gather extensive consumer data, a practice we generally accept. Netflix, for instance, utilizes this data to enhance personalization. Yet, when data is used aggressively to flood us like a stalker, it becomes not just creepy but a breach of privacy:

Just like the instance of retailers bombarding us with targeted ads, even after a purchase, which is not only annoying but also ineffective.

2. Targeting Wrong Customers Segment ❌

Personalization hinges on precision: right message, right audience, right time. Inaccurate targeting equals nothing but missed opportunities.

For eg: BookMyShow once sent an email to a customer for a movie with a discounted ticket that was not even playing in their city.

The best way to avoid this situation is to genuinely understand your customers and use proper segmentation strategies. Take Shalini’s persona as an example and how brands could target her:

3. Delivering Irrelevant Messages ❌

One of the common examples of such a mistake is [Name] Personalization. Yes, the one that we did earlier in this email👀 Whether it's true identification or not remains debatable, but it's a daily inbox sight. Another blunder: presuming one-size-fits-all for recommended products.

For eg:  Someone who is still unmarried would not like to receive a toddler-walker product recommendation and it hampers the brand's reputation quickly.

But remember, all of these examples don’t mean that personalization is not effective. What it means is that brands should be smarter to implement the right personalization and here is how:

📚 Story of the Week: Retail Personalization: What it Is and What it Isn’t!

Now that you’ve seen what pranks brands do in the name of personalization, are you ready to do it the right way? 🙌🏽

It’s time to take a look at what exactly is personalization in Retail. Read our latest blog where we’ve dived deep to understand how to do the right personalization. Bonus: We’ve also created a Personalization Checklist Just for You

Read Here: << Retail Personalization: What it Is and What it Isn’t!  >>

That’s all for today!

P.S. If you’ve ever been a victim of such marketing, send us your story and we’ll put that in our “Hall of Wrong Personalization Fame” 🖼️

Until next time!

Marketing & Content Strategist

Anisha Arora is an experienced Marketing & Content Professional who often breaks down complex topics for readers here. She collaborates with various teams to seamlessly combine different viewpoints and knowledge about customer retention, CRM, loyalty, and marketing technology. When she's not working, you'll find Anisha sipping coffee and binge-watching her favorite TV shows.


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