A tweet in my time line caught my eye last week. Someone I follow was calling out Sainsbury’s for giving her an offer for pork sausages, despite her having bought kosher margarine recently.
What surprised me more was Sainsbury’s explanation.
Hi Coral, our vouchers are randomly generated. We apologise for any offense caused. Daryl.
— Sainsbury's (@sainsburys) September 23, 2016
Their claim that vouchers are generated randomly smelt distinctively of the horseshit variety.
Holy grail
The holy grail of modern marketing is being able to send such hyper-targeted communications and offers to customers that they continually return to your brand on a never-ending, subliminal journey of discovery and purchase.
The reality – as the above example shows – is somewhat different. Continue reading “Is personalisation really any good?”