Customization has been around for a long time, but it didn’t become a truly compelling and competitive feature until the pandemic hit. With remote work set-ups in place and online shopping becoming the new norm, brands have no choice but to turn the competition virtual for the long haul. And what does a broader and better virtual presence pique in the minds of consumers? The need for more control over their shopping experience and purchases.
Online shopping is all about convenience, and nothing exudes that better than the many faces of customization. When you go to your dashboard, the immediate options you see are based on your shopping preferences. When you select a product, you have the option to make everything about it your own. Think color, size, ingredients, and packaging–all in a couple of clicks.
Venturing into customization that works for your brand, industry, and target audience is always a scary thing at first. In case you’re having doubts, here are four reasons it’s the right move for you.
A Couple More Dollars
The big question for brands that have yet to weave customization into their products and services is the cost. For most, it’s more reasonable to get items from their suppliers in bulk. Everything is predictable, and the logistics are easier to manage. There’s also no fear that any investment you make towards customization will end up futile because the market is not ready for it.
The good news is that the market is definitely ready. In fact, many people are willing to pay the additional cost of getting your products customized to suit their taste. Research shows that consumers are willing to pay up to a certain percentage to get an exclusive product. This applies not only to millennials and Gen Z but also to Gen X and Baby Boomers. Your merchandise can be as varied as design-it-yourself engagement rings to personalized knives, and you’ll be sure that there’s a market waiting for them.
That said, your customization feature’s efficiency depends on how you cater to different age groups and demographics. It’s all about researching what appeals to whom and what price range works for which item to ensure that they sell.
Free Advertising
The best marketing is free, and it’s called ‘recommendations.’ When you have satisfied customers advertising you by word of mouth, it’s easier to convert traffic to engagement. You’ll see customers coming to you because they have a friend who recommended your brand, and with the right management, you can easily turn them into patrons.
Businesses that offer varying levels of customization are more likely to enjoy word-of-mouth marketing. This is because people naturally gravitate towards things that are “different.” Imagine owning a bag that you designed yourself via a brand that enables you to choose the size, color, texture, and material.
Add monogramming features, and you set yourself up to be an attraction among your circles. They’ll want to know where you got your bag, and you can trust that they’ll look up whatever brand name you give. The same applies to the products and services your business offers. Customization sets them apart and charms prospective customers.
Your job is to ensure that every customer gets a seamless shopping experience with you. This encourages them to talk about you to friends and family, prompted or not.
Customer Satisfaction Guaranteed
Everyone is after satisfaction nowadays, but brands are finding it difficult to navigate the ever-changing consumer behavior. Factor in the hypes and crazes that punctuate every trend and the formula for customer satisfaction becomes too complicated to solve. This is where customization comes in as a quick and lasting fix. It’s you giving them the reign over their purchase so that they can pursue whatever satisfies them.
The moment they receive the shoes, bags, clothes, or scents that they painstakingly crafted on your site, they know that it’s their product, too. This improved sense of ownership increases your chance of attracting brand loyalty, and that’s exactly what you’ll need if you’ll be making huge waves in 2021.
It’s a Whole New Playing Field
The formula for each industry and brand varies. Your main obstacle will be to find which customization strategy works for you. Before you can offer complex features, it may be a good idea to start with the basics like colors, materials, sizes, monograms, and accessories. Build something from there until you find a niche that sets you apart from your competitors.
Customization is a whole new playing field that will take time to get used to and brainpower to succeed. The good news is that when you do, you’re securing a good reputation and a considerable profit for your brand.
