Personalisation is essential for eCommerce success, yet a quarter of marketers are missing Black Friday opportunities
New Manago AI 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, UK; Thursday, 20th November 2025: New research from Manago AI, 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 Manago AI. “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.
Our infographic for more insights:
Share with Your Community
Latest posts
September 24, 2026
AI Recommendations: how Manago AI fills a product frame
A recommendation frame may look simple from the outside: six products shown to one customer at one particular moment. What appears in those six slots, however, is the result of several decisions made in sequence. Some belong to the recommendation model itself, while others are controlled by the strategy around it: which products are allowed into the frame, what happe...
Read more
September 18, 2026
Every platform says it's 'AI-powered' now: here's how to actually evaluate one
'AI-powered' used to mean something. Now it comes as standard on fridges.At some point the phrase stopped describing technology and started describing marketing. It's everywhere. Didn’t Dyson just add it to electric toothbrushes? It's also on every marketing platform in your shortlist, which is the part that should bother you, because you&#...
Read more
September 17, 2026
The path to an effective customer journey
ANIA KRUK is a Polish jewellery brand founded in 2012 that continues the 180-year family jewellery tradition which speaks through their products, emphasising lightness, simplicity, and unforced elegance.
Read more
