Product Customization Campaigns
Heard about NikeID or Share a Coke? Do something similar for your brand.
Product Customization Campaigns Explained
You’ll be familiar with the famous Share a Coke campaign which has been running for years. Each year, customers can find or order, their own personally labeled bottle of coke. The first time they did this campaign, global sales reportedly increased by 8% in a declining market, reversing the trend and leading to renewed sales vigor.
Smaller brands like a niche, a local chocolate company in Melbourne, Australia used our personalized product packaging technology to customize every gift order during Mother’s Day, Christmas, and Easter. This galvanized their customer-base and led to additional publicity as well as higher-margin sales.
Why haven’t you tried a personalization campaign? We’ve made it easy.
I certainly think when businesses ask themselves ‘How do we innovate our business?’ – this is at the top of their list. If you ask 10 customers, which would they prefer – a product that is able to be customized or personalized to their own requirements or not? Invariably, the answer will be that the customer will always prefer to have something that’s been made for them.
So the question has never been about whether personalization is something that people want. Everybody wants personalization. People are also definitely prepared to pay more for a personalized product and they’re prepared to wait longer to receive it. We know people are prepared to pay on average 40% extra. This provides a golden opportunity for businesses that are serious about innovation.
By enabling customers to be involved and feel like the product is their own, they invariably end up becoming more attached to the purchase.
This leads to:
- Increased sales volume
- Increased sales revenue and margins (people will pay a premium)
- Opportunity for increased publicity and social media vitality
- Superior brand experience – deeper connections with the brand leading to increased buyer advocacy – and more customers (growth loop)
- Projection of technical superiority for the brand within the category – modern but personable
Personalization vs Customization
What’s the difference between personalization and customization? Are they the same thing?
“It’s a term like the terms are often thrown around together as if they’re the same thing but they’re very, very different. The easiest way to explain the difference is the level of work that goes into personalization is a lot higher than the customization process. With personalization, you are actually asking to add their own content. So that could be typing a message, adding an image, from choosing from illustrations or positioning something in a particular area, specific colors, etc. Customization is about choosing from inventory-based selections. So for customization, the customer is choosing from pre-existing inventory selections and they don’t need to print something on-demand. “
A Word From Our Founder
A word from our Founder Shadi Taleb
“What we’ve created is an entirely new marketing channel and brands probably aren’t aware of how lucrative it is. Without getting too much into it, because some of it’s still pretty sensitive, someone that’s partnered with us is going to be at the forefront of what personalization and customization can do. Brands have started to realize that their packaging should more be classed as a communications piece rather than a branding exercise.
Packing is a bit of a lost opportunity. You always think of packaging as something that is standardized, so when we say that you can personalize it at scale, the lost opportunity sinks in. It’s a communications piece too. The best example of why packaging is so important is Apple. I’ve still got the boxes my iPhone four came in and that’s standardized. We can automate a scalable personalized unboxing experience. We are doing it at the moment with a customer I can’t say just yet who, but you know, that’s pretty cutting edge. Taking this to the next level, we have got augmented reality which can be layered on top. We launched the first-ever commercially sized, personalized augmented reality campaign in December last year. There are a few companies who are doing AR where you hover your camera over the packaging and an animation plays in AR, but none are doing personalized dynamic AR. Offering the same AR experience to everyone is one thing, modifying it per person, is another thing entirely.”