Contents
- What is customization?
- Customization vs Personalization
- Advantages of customization
- Who engages in product customization?
- Types and methods of customization
What is customization?
Customization is the process of modifying a product according to the individual needs and wishes of a specific consumer. This allows a mass-produced product to be transformed into a unique and exclusive item. With customization, customers can adapt the product to their preferences, making it more convenient and attractive. For example, a user can choose a unique pattern for a basic bag or customize the widgets on their smartphone screen. Virtually any product, including its design, packaging, and functional characteristics, can be customized.
In the face of diverse customer needs, creating a universal product capable of satisfying all demands becomes a challenging task. Instead of developing numerous models, brands can leverage customization, allowing customers to define what their product will be like.
Customization vs Personalization
There is an important distinction between customization and personalization. In the customization process, the customer actively participates, determining what the product should be like. In contrast, personalization implies that the brand adapts its product to the customer's preferences based on purchase data analysis. For example, Coca-Cola ran a successful campaign offering bottles with personalized labels featuring popular names, which helped attract attention to the product in several countries.
Advantages of customization
Customization has numerous advantages for brands and consumers. Let's consider some of them:
- Uniqueness of the product: Customization allows for the creation of unique items that stand out from mass production.
- Increased satisfaction: Products tailored to individual customer preferences better meet their needs.
- Enhanced loyalty: A personalized approach shows customers that their opinion matters, fostering long-term relationships with the brand.
- Increased product value: Customers appreciate uniqueness and individuality, making the product more desirable.
- Broadened assortment: Instead of developing new models, companies can offer customers the opportunity to create their own unique product.
- Increased sales: Adapting the product to customer preferences expands the target audience and stimulates repeat purchases.
Who engages in product customization?
Product customization can be carried out by both large international brands and local companies. For example, Nike offers customers the opportunity to create unique sneakers through the Nike By You platform, where they can choose colors, materials, and designs. Local brands also actively use customization, such as Biker Boots Russia, which provides customers with the option of custom-made footwear. Additionally, customers themselves can participate in customization, as Starbucks does by allowing customers to decorate their cups and share the results on social media.
Types and methods of customization
Customization can take various forms, including:
- Design customization: Altering the appearance of the product while maintaining its core characteristics. For example, Levi's offers customers the ability to tailor clothing to fit their figure or add decorations.
- Product customization: Users can choose the configuration and characteristics of the product. For example, Pandora bracelets allow customers to create unique jewelry by selecting different charms.
- Service adaptation: Mobile operators offer customers the option to create their own tariff plan by selecting necessary services according to their needs.
- Creation of a unique product: For example, M&M's allows users to assemble a personalized candy package with a choice of colors and inscriptions.