Almost had me!

So as the journey goes. I’m on instagram and my favorite brand shows me a post. As a Florida Gator fan and alumni, I’m always willing to stop and browse a while. As a new wake surfer enthusiast I am also in the back of my mind looking for cool surf gear.

But first, I see a hat I already purchased as the lead product in the carousel of what I hope will be something new and enticing. Sorry all, but I already have this hat.

Next… what do I see … a surf tee! I gotta have it and as I’m filled with excitement to jump to the buy now button I land on the PDP page. Scroll down. Then, to my chagrin…Youth sizes only appear. I go from Surprise to Disappointed in a matter of a shoppers minute.

Despite all this, one thing is clear. There is no tie in from my purchase history, to my online profile that makes these ads more relevant to me and my shopping style. Maybe its because guest checkout makes it difficult to track across channel and platforms. Maybe, its user preference settings or new cookie tracking regulations.

Regardless, this ad was paid for to capture my attention. It accomplished that. It also cot a pass as I forgave it for presenting a product I already purchased. Because I am loyal to the brand, I scrolled left. Then again, I realized the brand didn’t know me at all. Some may call this personalization. Perhaps because it shows up on a Social feed but the product placement is no where near an indication that this brand has any idea who I am or what I spend with them.