How can you surprise a client if today’s supply exceeds demand, service is available at any level, there is no shortage, and any product is available for purchase without leaving home? What else can you think of to draw the buyer’s attention to yourself? The answer is simple – you need to offer him a special product no one else has. And then the demand for your products will increase many times over. And marketing customization copes with this task.
The Essence of Customization
This transforms a standard item into a unique one that suits your taste. Design, technical, or software changes to gadgets, cars, and clothes have become fashionable. Thanks to this, the purchased item becomes a unique copy. It is profitable for the manufacturer to produce many identical products at a low price. The buyer wants to stand out from the crowd and have special things that no one else has.
But what should be done if the enterprise’s profitability in producing individual goods reaches zero and the 21st-century consumer wants a personalized product? How can the incompatible interests of the seller and the buyer be combined?
The basis is the module. The principle of modular assembly is suitable for most products. The manufacturer offers a set of interchangeable components that can be combined differently. You can change the software, color, texture, material, or mechanical part. Thus, a computer, clothes, or furniture can be adapted to your needs and preferences. This is called product customization.
Customization and Personalization – Are They the Same Thing?
These are fundamentally different moments in selling a product. However, they have the same goal: to create an individual offer for a specific client.
A product’s customization is the client’s choice of options and settings that create a new, unique product. Generally, there is a large selection of options, which allows for the most individual product.
Personalization does not involve changing the finished product; it only involves customizing it for ease of use. The seller can make such modifications in advance, knowing his client and his purchase history well.
Where is Customization Used Today?
Product customization is a big trend these days, especially with millennials who want to express their individuality. The market is overflowing with options, so people no longer want just standard products. They want brands to pay attention to their unique needs and preferences. This goes beyond color or size, including everything from marketing to customer service. And in an environment where buyers can easily switch to another supplier, it is becoming critical for companies to create unique business personalization products.
Customization is used in various fields: cars — tuning of appearance and characteristics; technology — customization of devices and software; fashion — individual design of clothes and accessories; games — creation of unique characters; food — selection of ingredients to taste. Even in financial companies, this marketing ploy is successfully implemented.
Brandee Doyle, an expert at Tremplo County Loans, emphasizes that customization in lending allows you to choose rates and terms and customize loans, taking into account income, credit history, and even preferences for payment frequency.
Although Tremplo County Loans is a young and developing company, it offers the most personalized solutions: for freelancers, students, mothers on maternity leave, retirees, and small business owners.
Customization has also been implemented in AvidBank, by offering loans to companies with private and venture capital, customized to business needs. First Citizens Bank also offers financial products developed individually for each client.
Why Customization Has Become Not Just a Trend, but a Necessity?
Product customization is a big trend, especially among millennials who want to express individuality. The market is overflowing with options, so people no longer want standard products. They want brands to pay attention to their unique needs and preferences. This goes beyond color or size, including everything from marketing to customer service. In an environment where buyers can easily switch to another supplier, it is becoming critical for companies to create unique business personalization products.
Many companies are already using this experience. For example, the well-known Nike brand allows customers to emphasize individuality through customized shoes. Buyers can choose the color of the laces, the front part, the inner layer, the tongue, and even the sole.
Another clear example of product customization can be seen in the Nissan Juke. The Japanese car manufacturer made sure that the buyer had the opportunity to choose their car design, thereby standing out from the crowd. The benefit of such customization is that the client buys an image and car.
Key Customization Techniques That Are Already Changing Marketing
These strategies make marketing more accurate by crafting a unique experience for each customer, which boosts sales and strengthens the brand:
• Tailored suggestions: Using purchasing data and preferences to recommend items that match the customer’s interests.
• Exclusive offers and discounts: Providing customized discounts based on past purchases to encourage repeat business.
• Product personalization: Allowing customers to modify products to suit their tastes, such as color, material, or features.
• Targeted email campaigns: Sending individualized offers and information to increase customer engagement and conversion rates.
• Flexible pricing: Adjusting costs based on consumer behavior and market trends to stay competitive.
• Personalized product pages: Adapting product listings and website content to align with the customer’s preferences, offering a unique shopping journey.
• Social media insights: Brands leverage customer activity on social platforms to create personalized promotions and ads.
• Loyalty programs with tailored rewards: Offering discounts or incentives based on customer habits to enhance loyalty.
• Personalized branding: Creating unique brand experiences and messaging that resonate with individual customers, reinforcing emotional connections.
How to Adapt and Use Customization for Your Own Business?
To create an interesting product, you need to know your target audience well: who it is, what their interests, needs, problems, dreams, and lifestyle are. And then, you need to follow this algorithm:
1. Start with Small, Manageable Steps
You don’t need to revolutionize your entire business at once. Begin by introducing straightforward customization options:
• Personalized Email Campaigns: Address clients by name and include tailored product recommendations.
• Tailored Offers: Provide discounts or promotions based on past purchases.
• Simple Product Configurations: Let customers adjust product features, such as color, size, or components, through an online configurator.
2. Harness Advanced Technology
• Analytics Tools: Platforms like Google Analytics can reveal trends in customer behavior.
• CRM Systems: Use customer relationship management software to centralize and analyze customer data.
• Machine Learning: Predict customer needs with algorithms that process purchasing patterns and preferences.
3. Ensure User-Friendly Customization
Make customization seamless and intuitive for customers. For example:
• Add a product configurator that allows customers to personalize items without hassle.
• Offer live previews of customizations, like engraving or design changes.
4. Invest in Personalized Marketing
Leverage customer data to create hyper-relevant marketing campaigns:
• Use segmented email lists for targeted messages.
• Create dynamic ads that change based on the viewer’s browsing history or preferences.
• Offer loyalty rewards based on specific purchasing habits.
5. Prioritize Customer Feedback
Feedback is invaluable for refining your offerings.
• Use surveys and polls to gauge satisfaction with your customization options.
• Collect insights on desired features to expand your product range.
6. Monitor Industry Trends
Stay competitive by keeping up with the latest in customization technology and strategies:
• Explore innovations in 3D configurators, augmented reality (AR), and virtual reality (VR) for product visualization.
• Attend industry events or subscribe to trend reports to spot emerging practices.
7. Automate to Streamline Operations
Customization can be labor-intensive without automation.
• Implement chatbots to handle common customization inquiries.
• Use workflow automation tools to manage order processing efficiently while maintaining quality standards.
Conclusion
For a business, creating an individual offer to a client is an undeniable competitive advantage. Templates and standard solutions do not work today, but something special in your service or product is a magnet that will always attract customers. A person can choose a product for himself, which increases his loyalty to the company. In customization, the buyer feels cared for. He realizes that it was here that they thought about him and wanted to please him.
