Personalisation beats promotions on Black Friday

Personalisation beats promotions on Black Friday

Retailers and brands are more likely to engage consumers with a personalised digital ad than a one-off Black Friday deal. A study conducted by Harris Interactive, on behalf of buy-side advertising platform, Sizmek, shows 40% of customers do not take advantage of Black Friday offers. However, 49% would engage with an ad that was personalised to the brands or products they like.

The research, involving 1,037 Brits, also found that 31% do not believe Black Friday deals are significantly cheaper. Three quarters of Millennials would be inclined to engage with an ad aligned to their preferences. Seven in 10 would be more likely to engage with one that is targeted to their location. And in a move away from ad blocking, eight in ten would engage with digital ads.

Lucia Juliano, Head of CPG and Retail Research, Harris Interactive, says: “Brands and retailers need to respond intelligently to today’s tech-savvy shoppers through their advertising strategies. Relying on a ‘one message fits all’ approach belongs firmly in the archives, and brands must demonstrate they understand consumers, or they will switch off. Consumers are now aware of the selling techniques big brands and retailers employ, and as such are cautious about Black Friday deals. The impulse to ‘buy now' has started to wane, as shoppers recognise that many offers are not that ‘special' or different to everyday discounts." 

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