Coca-Cola’s ‘Share A Coke’ phenomenon is just one example of simple, yet effective, personalisation. Credit to Mike Mozart on Flick for the image.
The twenty-first century is firmly underway, and it’s key to stay ahead in this ever-changing, often technical, landscape. In this post, we look at how personalisation should be on your retail radar.
Today, retailers’ loyalty programmes focus on personalisation. As well as the traditional rewards based on shopping habits, customers are also receiving them for ‘checking in’ to a store, sharing or ‘liking’ posts, and even playing games on social media, with some brands even offering ‘sweepstakes’ to win back a shop and incentivise spending. Coupons themselves are also becoming more personal, to the extent that those purchasing wine in a supermarket might find themselves being given a one-off experience visiting a vineyard.
Pioneered by Levi’s custom-made jeans in the nineties, customisation is spreading, thanks to social media, 3D printing, and 3D modeling.
Customisable products offer a unique opportunity for consumers to create products the way they want them, and demand covers everything from apparel (Converse, Cambridge Satchels), to technology (Dell computers, Apple products), and consumables (Mix Your Own’s cereal, and even drug combinations based on patient DNA). Social media allows creations to be shared so companies can gauge public reaction before changing product ranges, while 3D modeling mocks up clothing based on the customer’s specifications, with the ability to print at home in 3D.
The future is even more exciting, with predictions of ‘living’ products that grow, adapt, and repair themselves according to their user’s habits.
Building on how companies adapt current products in their ranges according to the popularity of customers’ customised offerings, social curation sees businesses pick up on new, trending products to add to their ranges. Another facet to this is current products with a change in demand, which can lead to changes in store/site visual merchandising.
In summary? The power dynamic is firmly in the pocket of the customer.