During Christmas 2017, the website “Not on the Highstreets“ offered an incredible 84,741 personalised gift options. This was an increase of nearly 100% within only 2 years! This accelerated growth highlights just how powerful this trend is!
Trendwatch has reported that millions of “post-status” consumers could care less about what they have or what they are able to buy. These consumers define themselves by what they are able to do. They wish to not only select the products they will be surrounded by, but to also use their personal preferences and creativity to help design that product.
A SUCCESFUL PERSONLISATION CAMPAIGN
In 2013, Coca Cola had spectacular success by offering bottles with the consumers name on the label. According to the company, the publicity from social media on the campagin was worth over a billion dollars. Coca Cola had such a positive result with the original campagin, it was revived in 2015.
A SUBJECT FOR LUXURY BRANDS
Prada customers not only have the option to select the height and colours of their heels, but also individualize the packaging of their shoes. Personalised packaging, through e-business, fills the gap between the consumer and the company. Individual packaging provides a personal unwrapping experience that strengthens the customer’s identification with the brand.
In 2015, TCM+ launched a skincare collection which allowed the user to create their own formula at home. Based on the principles of traditional Chinese medicine, which involves selecting various combinations of herbs and minerals, the products are intended to be used together in different ways. The packaging design by Nendo suggests the opportunity to use different combinations via the compatibility of the shown cross symbols and coloured squares.
Ray-Ban encourages customers to customize their glasses as much as possible, giving them the chance to make a one-of-a-kind product. Customers can do this by choosing different colours, different lenses, and by even adding a personal message. Exclusively on Ray-Ban.com, the company offers 8 different styles. Each style has a wide range of colours for the frames, a variety of lense choices, metallic details, and even an engraving option.
OPTIMIZING CONDITIONS, BUILDING LOYALTY
Customers are willing to accept longer delivery times for personalised products, allowing a just-in-time production. Even more importantly, Personalisation lowers the return rate significantly, as costumer’s right to return a customized item is restricted to quality defects.
The possibility to design the product partially by themselves provides the customer with both an enjoyable shopping experience and a strong identification with the brand who´s product they “co-designed”. The likelihood of them returning to the same vendor is significantly higher.
YOUR BENEFIT: HIGHER PROFIT
A study published by Bain and Company, show that, on average, customers are willing to pay up to 20% more for a personalised products
For example, during the 2017 Christmas season, Fortumn and Mason offered a bottle of their champagne with the option to personalise the package. They offered this for 55 GBP. Without the personalised packaging, this bottle would cost only 38 GBP.
3,50€ per lid (production of the lid on demand)
2,50€ per bottom (order of 1000 pieces -bottom produced in advance.)
4,50€ shipping per box, incl. manufacture and shipping carton
In comparison: fees without personalisation 9.60€
Additional costs only 0,90€