Did Zepto go too far with personalised marketing?

With new brands emerging every other day, the real thinking one should get into is to elaborate to the consumer what sets your brand or products apart. Given that personalised marketing is a powerful tool in today’s digital enabling brands to engage with consumers on a more intimate level by delivering messages tailored to individual preferences. However, this tailoring can go a little too far too. Zepto recently fell into a whirlpool of controversies when a woman took to social media to share how Zepto’s push notification felt invasive and breaching their privacy.