Featuring: Steve Morland (CTO at Leighton), Catherine Shuttleworth (CEO and Founder of Savvy Marketing), Aidan Connor (Digital Product and Data Director at Bulk) and Jonathan Prest (CTO at SaleCycle)
Last month, IT and software leaders from across the North East gathered at SIX Rooftop for the latest edition of Leighton’s on:tech series. This exclusive event focused on the power of personalisation and how it’s redefining customer experiences.
Titled “Beyond one-size-fits-all: how personalisation transforms software products” the panel discussion brought together experts from Bulk, Savvy Marketing, and SaleCycle to unpack personalisation’s growing importance in an era of rising consumer expectations, exploring its impact on engagement, the role of data, and the practical challenges businesses face in implementation.
While personalisation isn’t new, its evolution has been driven by digitalsavvy consumers who now expect brands to engage with them as individuals. What began as simple customisations has advanced into datapowered strategies aimed at understanding not just preferences but also customer motivations.
“Brands want to engage their consumers on a personal level,” shared Jonathan Prest, CTO at SaleCycle. “They aim to turn a casual website visitor into a purchaser, a repeat purchaser, and ultimately, an advocate for the brand.” Customers today willingly exchange data for tailored experiences, making personalisation both an opportunity and an expectation.
Redefining personalisation: relationships, value, and trust
What does personalisation really mean today? For Catherine Shuttleworth, CEO and Founder of Savvy Marketing, it’s about building stronger relationships. “It’s about improving that relationship to get a better outcome,” she said, whether that’s increasing sales or strengthening loyalty. Aidan Connor, Digital Product and Data Director at Bulk described it as a “value exchange,” where individuals share data in return for better experiences.
Jonathan noted that personalisation requires brands to understand customers beyond transactions, translating interpersonal interactions into the digital space. “How do you encourage someone to share more information because they see the value in doing that?” he asked. It’s about trust, relevance, and making each interaction meaningful.
Demographics and expectations: personalisation for everyone
The panel also discussed how personalisation resonates across demographics. While younger, digitally-native consumers are often more comfortable sharing data, older generations are not as hesitant as many assume. Catherine shared that “55% of baby boomers are happy to share data if they see the value in doing so.” Personalisation, she stressed, is no longer optional; it’s an expectation. The challenge for brands lies in delivering these experiences without being invasive.
Jonathan explained how brands can personalise subtly by observing user behaviour and tailoring interactions accordingly. This approach respects privacy while enhancing the customer journey, a balance that’s increasingly important.
Breaking down data silos: data as the backbone of personalisation
The conversation highlighted a critical hurdle for many businesses: data. Aidan observed that companies frequently gather data without fully utilising it or storing it in actionable ways. Jonathan emphasised the need for a “single customer view” that consolidates transactional, behavioural, and demographic information to better understand the individual.
For Catherine, breaking down internal silos is vital. When data is fragmented across departments, it becomes nearly impossible to deliver cohesive customer experiences. Centralising data, she argued, is the first step in creating a seamless and personalised interaction. Moderator Steve Morland, CTO at Leighton, echoed this, noting that integrated data can act as a “multiplier effect,” enhancing collaboration between marketing, operations, and other teams.
The role of AI in personalisation’s future
Naturally, the discussion turned to artificial intelligence (AI) and its role in advancing personalisation. While AI can generate highly-customised experiences, the panel cautioned against overcomplicating processes. Jonathan highlighted how machine learning can be used to group customers into personas based on behaviours, which simplifies personalisation efforts without losing relevance.
Catherine and Jonathan both highlighted the value of blending AI-driven insights with human interaction. For example, abandoned cart data could trigger not only automated responses but also personalised follow-ups from customer service teams. This omnichannel approach combines the efficiency of AI with the empathy of human outreach, creating a more balanced and impactful experience.
As consumers demand more meaningful interactions, personalisation has become a standard expectation. It represents a powerful value exchange, where customers willingly share their data for experiences that feel tailored and relevant. As the on:tech panellists demonstrated, successful personalisation requires more than just technology; it’s about understanding your customers, breaking down silos, and starting with clear problems to solve.
ontech.leighton.com