REVEALED: Personalisation - what do consumers find creepy?

We live in a data-driven world where marketers know a lot about their customers and can deliver messages that are tailored just for them. But while personalisation can be powerful, it can also very easily cross the line.

MAD//Fest has teamed up with Customer.io to find out where that line is. Our new report, Personalisation: Cool or Creepy?, puts 7 real-world marketing examples to the test as our 30-strong consumer panel gives their verdict on whether they hit the mark - and the results might surprise you.

For example, many retailers use proximity marketing to target shoppers close to their store to try to entice them to visit. One such retailer is beauty behemoth Sephora. 

Sephora offers location-based notifications through its mobile app triggered when users are within a set distance from a store. Messages can include current promotions, location-specific services, or details of exclusive launches.

But, do shoppers actually like this personalisation? The vast majority of our consumer panel found it creepy.

Why? Just because someone happens to be within 100 metres of a store doesn't mean they are looking for a new lipstick.

Other examples of proximity personalisation where the brand gave users some genuinely useful information performed much better with our panel, however, it felt like Sephora was simply trying to sell something that people weren’t necessarily looking for. 

Find out what personalisation our consumer panel thought was Cool vs Creepy

You’ll learn:

• Which brands nailed it - and which ones missed the mark
• What makes personalisation feel special vs invasive
• The golden rules for keeping your marketing personal and welcome

PLUS: Use the vote buttons to tell us what YOU think is cool or creepy