How Product Customisation Gets Your Brand Noticed
Want a great example of brand customisation in action? Luggage brands, in response to the way people use scarves or stickers to recognise their luggage in baggage retrieval, are now offering consumers the option to custom design their suitcase with a unique colour palette and initials. A common problem is cleverly solved, customers get a unique product and the brand builds a great marketing campaign. In this article, the Prolog team looks at 5 ways to build your brand with customisation.
Do Customers Want Product Customisation?
“UK consumers are rewarding brands that make personalisation a priority with more than half saying they will trade personal and preference data to feel part of a brand’s community.”
Mass production has made goods cheaper, so long as consumers are happy to have the same colour, design, and style as millions of other people. Now online shoppers are looking for a more personalised experience – and research shows that they’re prepared to pay more for items that are unique to them.
How Do Brands Benefit From Customisation?
A recent consumer review from Deloitte reports that eCommerce consumers are both ‘critics and creators’. They’re looking for recognition of their individuality at every stage of the shopping process, and they want an interactive role in shaping the products or services they buy. They recognise that this comes with a price tag, and respondents say that they are willing to pay a 20% premium.
Brands can charge more for customised products, therefore. They also get closer to their customers in the process. Where shoppers are able to engage actively with brands in the design of their product, and then enjoy the unique unboxing experience, they report enhanced brand loyalty as a result. Happy consumers like to show their purchases off, which leads to an increase in word-of-mouth marketing.
5 Ways to Build Your Brand With Customisation
Prolog partners a number of eCommerce brands that are exploring ways to use product customisation. Here are 5 examples of the kind of things we’re doing:
1. Kitting and Subscription
Prolog kitting and subscription can provide whatever your eCommerce shoppers require:
- Subscription Boxes. Customers enjoy receiving subscription boxes, the contents of which can be individually selected each month.
- Customised Kits. Shoppers craft a unique box of products to their own personal tastes. This is a premium option offering maximum choice.
- Seasonal/Promotion Kits. This option provides consumers with a combination of products that may be a gift, or a treat to share with friends.
2. Personalised Clothing
Customised clothing is all about ‘standing out’ from the crowd. One way to achieve this is to encourage your customers to personalise their shopping experience by adding custom art, or text to their items. A number of footwear brands are leading the way on this, by inviting customers to design the shoes they want to wear.
3. Stamp Your Name On It!
Products with the recipient’s name, initials or anniversary date engraved, make a gift uniquely special and memorable. When paired with customised packaging this turns the unboxing experience into an occasion that will be remembered, and forever associated with the brand that made it possible.
4. Personalised Sportswear
Much of the enjoyment of participating in sports is the experience of being part of a team. It’s no surprise, then, that sportswear brands place a premium on product customisation. Prolog works in partnership with clients to provide full personalisation for junior and adult rugby and football kits. We use a heat press to add the required name, number, and any additional branding or sponsorship logos to shirts and shorts.
5. Solve Consumer Problems
We’ve all had the experience of searching for a specific item but being unable to find exactly what we want. This is being seen as a great opportunity to work with consumers in overcoming this problem. Brands that are willing to give customers a new way to buy from them grow their revenue, gain brand loyalty, and build-in word-of-mouth marketing.
Ready to Build Your Brand With Customisation?
If you’re thinking of developing personalised products as part of your brand, why not talk to a Prolog specialist about how we can support you? We have the infrastructure in place, and experienced people to turn your vision into a reality. Customisation is one of the many value-add services we provide for 3pl partners who are looking to scale their brand.
We don’t just offer the basics; at every stage of the fulfilment process, Prolog provides a personalised service which is tailored to your brand. We’re designed to deliver great service to you and your customers.
