EVOLVING TECHNOLOGY and personalized customer experience have paved the way for product customization. From customized packaging to messaging to building unique product combinations, consumers are willing to pay top dollar for customization. According to a study by YouGov, 49 percent of Americans are interested in buying customized items.
“Retailers that take part in product customization trends have the opportunity to increase product sales and build repeat business,” according to a Forbes article. “Consumers personalizing products more toward their liking before a purchase is made is poised to turn production on its head and revolutionize business.”
Technology allows people to digitally customize products and preview them before ordering. This encourages creativity and strengthens the connection between customer and the products or brand. Customers are building product combinations that are in line with their unique goals, selecting suggested items that target their needs. Customers who buy customized products are also much more likely to create a robust customer profile with valuable information. In a sense, they are creating their own brand within the company’s brand. Customers are also more likely to share customized products and their creations on social media. This trend can be a great fit for the direct selling industry which is historically built on strong personal relationships.
“Today’s consumers are less concerned about fitting in and more concerned about standing out,” said Zakeke, an eCommerce design software company. “Building your own personal brand—and owning things that reflect your personality, values and tastes—is more important than ever.”
Designing pre-selected packaging templates, designing your own branded swag and perhaps even choosing product options with different ingredients could become a common customer experience. Nike, Coca-Cola and Oakley are three major brands that have embraced customization—and have even developed detailed online customization tools. Mary Kay, IDLife and Total Life Changes are examples of direct selling companies moving toward increased personalization and product combinations specific to unique goals and needs.
“The benefit of customization is that it further strengthens the user experience for the customer by inviting them to become partners in the product creation process,” explained an article by The Good Group. “The better the user experience, the better opportunity for conversions.”
From the October 2022 issue of Direct Selling News magazine.
