My first memory of product customization was when I was about five years old at a gift shop on vacation. I was searching for my name on a light-up keychain. At ten years old, the only thing I wanted for Christmas was a Nike ID gift card. I wanted to design my gym shoes on their website and have my name put on the back of them. For my eighteenth birthday, I wanted a nameplate necklace because what’s cooler than wearing your name around your neck?
Product customization has been around for decades, and having a customizable feature on a product makes it highly desirable to the consumer. Personalization offers consumers the opportunity to form an emotional connection with a particular product or brand. Customization is not going anywhere any time soon. In fact, it’s evolving and becoming even more popular.
The Future of Customization
Customization used to be limited to having your name or initials printed on a product. With advances in technology, companies can take personalization to the next level. Artificial intelligence (AI) will transform in-store experiences. Eventually, it’ll even begin to give consumers the option to test products such as clothing virtually. This technology will streamline the customer’s shopping experience. For example, letting them avoid the annoyance of dressing rooms and trialing makeup in-store to make sure it matches your skin tone.
We’re accustomed to instant gratification. We don’t like standing in lines or even waiting a few extra seconds for something to load on our phones. Now, AI will implement the instant gratification we are all so fond of into our daily shopping experiences.
When searching for a customizable shopping experience consumers tend to lean towards smaller retailers and boutiques. Generally, local, independent stores are better equipped to create a unique shopping experience compared to larger retailers. Small retailers are more personable. They have fewer options to choose from, without the overwhelming atmosphere of a department store. This means it’s easier to find what you want. Even though small businesses have a hard time competing with the low prices that chains offer, they can compete with higher quality customer service and personalized experiences. Customers are willing to overlook prices if they know they will have an enjoyable, personable shopping experience. This aspect will continue to benefit independent retailers as personalized experiences continue to become more popular.
Real-Life Example From Today
Sites like Etsy have revolutionized the customization game. Etsy is the host to millions of artists and gives them the platform to sell their creations to shoppers everywhere. The site has given shoppers access to all the small businesses and customizable products that they could ever dream of all on one app. Last year, Etsy’s creators sold $4.97 billion in total in products. The best part of Etsy is that the majority of the products are customizable. The site gives the shopper the ability to message the creator and ask if they could make a specific product customized to their needs. You can customize anything from jewelry and candles to furniture and crystal whisky decanters. Since its founding in 2005, Etsy has been growing and supporting small creators, and it’s only up from here for them.
Customization has evolved from getting your name spray-painted on a hat at the boardwalk. Now we have the ability to personalize practically anything. The personalization of products and experiences is ever-changing with apps like Etsy, technology such as artificial intelligence and the increasing popularity of boutiques and small businesses. Be on the lookout for how you can create a customizable experience within your own business. For more business tips go check out some of Team Burkhart’s other blogs.
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