Personalisation is defined as the action of designing or producing something to meet someone’s individual requirement.
With so many products and choices on the market, consumers are gravitating toward personalised items. Many businesses are increasingly allowing customers to tailor items based on extremely precise preferences, which helps their customers to feel that they are being treated as individuals.
‘Over the Top’ (OTT) media platforms like Netflix and Spotify collate recommendations based on what you have consumed previously, while large e-commerce platforms like Amazon use incredibly sophisticated targeting to match products towards shoppers’ preferences. Customisation is the next frontier of this increasingly personalised relationship.
There are several reasons why you should introduce customisation into your organisation and how it may benefit both parties. When purchasing a personalised product, there is more than just monetary value associated with the product. Consumers are eager to spend extra in such instances. According to recent research, 36% of buyers prefer customised items and value them more when it comes to spending money on them.
Personalisation encourages customers to be more patient with extended delivery delays, increases customer loyalty, and serves as an excellent marketing strategy with a high percentage of word-of-mouth referrals. Consumers are also more likely to feel a higher degree of customer satisfaction and write reviews on personalised products. When they receive the thing they “made”, they have a strong feeling of brand loyalty. It is not just about the product, but the overall experience, which prompts a psychological process that can often lead to further sales.