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Personalisation is Essential for e-Commerce Success, Yet a Quarter of Marketers Are Missing Black Friday Opportunities

  • New SALESmanago research reveals that 27% of marketers 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”

LONDON, UNITED KINGDOM — NOVEMBER 20, 2025 / 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.

About SALESmanago

SALESmanago is a European SaaS company offering a comprehensive Lifecycle Engagement Platform built for digitally-fueled eCommerce marketing teams. Trusted by 3,600+ mid-size businesses worldwide—including Victoria’s Secret, iSpot, Orbico, Vobis, Porta, Savicki, Pitbull, Würth, Vox, 4F—SALESmanago helps brands acquire, convert, engage, and retain customers with deep, AI-powered personalisation and orchestrated customer journeys. Following the acquisition of Leadoo and Thulium, SALESmanago has strengthened its platform with personalisation, conversational marketing capabilities and an omnichannel contact centre, further enhancing how B2C and B2B brands engage and retain their audiences.
More information on salesmanago.com