Don’t be dumb with smart features…

Marketing is getting smarter, we can personalise, customise, AI-ify, automate and augment reality until we’re blue in the face in 2025.

BUT so often we focus on the shiny thing before getting the basics right.

For example: recently someone was sent an email Saying “Your Size Is On Sale” from a Shoe brand.

When they then clicked through on that email, considering they have purchased ONCE from the brand, they were initially, impressed.

This person has larger than average feet. A Size 13.

On opening the email, they were met with the below screen:

Great, so UK sizes 7 - 12 are available to shop.

But not the size this person is. Rendering this email, redundant. And by and large, the average person opening this will be within the size range, sure, but for those who aren’t - who, let’s face it, for any of us that are not a typical size have felt - feel excluded, not seen by this brand and left out.

This is a story we’ve heard many a time - brands getting so excited by the ability to personalise but lacking the data structure to actually deliver it, by AI without the content to serve, by automation when your business isn’t set up to collect the data to trigger the automation.

Let’s stop rushing out smarts, and stop for a minute to deliver the best CUSTOMER experience.