In the digital age, consumer purchasing behavior has radically changed. To ensure the sustainability of a company’s business activity, it is important to develop a reliable marketing strategy: product personalization. What does this service entail and what real benefits does it bring to businesses?
Product personalization: an innovative concept
A concept in the process of democratization, product personalization, commonly referred to as “Customization,” “One-to-one Marketing,” or “Individualization” by marketers, is a commercial service that allows expressing the uniqueness of a brand, as well as the individualism of the consumer. In general, this method is considered as an “intelligent” mode of consumption. At least, it’s a means of expressing both the uniqueness of one’s brand and the originality of its consumers.
An ultra-competitive context
In an ultra-competitive commercial context, customization is increasingly appreciated by many marketers. If previously this service was mostly reserved for the luxury sector – the expensive and prestigious “tailor-made” – it now applies to all ranges of products and even extends to mass consumer products. It has greatly expanded thanks to technological advancements, particularly the internet through online sales. Nowadays, e-commerce businesses have the opportunity to optimize their sales by offering consumers personalized products that suit them.
Customization: an essential purchasing lever
Currently, large-scale distribution faces a major challenge: distinguishing itself from distributor brand products. Since consumers seek to pay less for the same product, companies focus more on the lever of emotional proximity to attract and retain them. The ideal strategy is therefore to establish intimate emotional connections between one’s brand and target clientele. With these connections, it is easier to persuade consumers to pay more for a branded product.
For example, the Coca-Cola brand invested in an expensive personalization strategy. It offered bottles bearing the 150 most well-known names in France such as Mathieu, Kevin, Audrey, etc. The brand invested financial resources five times higher compared to the last Olympics held in London. The operation was successful and generated buzz in all Coca-Cola stores. With customization, customers identify with the product and are willing to pay more to have their own personalized product. The Ferrero brand followed the same concept by offering personalized messages instead of the product name on Nutella jars.
Internet serving one-to-one marketing
With the significant influence of the internet, one-to-one marketing is a strategy that e-commerce businesses are increasingly turning to in the medium and long term. Compared to other traditional marketing strategies, particularly advertising through mass media such as newspapers, TV, or radio, product personalization via the internet proves to be the ultimate tool for individualization. The challenge for brands is thus twofold: being present online and fostering proximity in stores to attract more customers.
Among other things, the majority of current consumers want to be able to use various platforms to place orders with a specific merchant. This is advantageous for marketers since product personalization is a multichannel marketing strategy based on geolocation and existing customer databases. By multiplying communication networks and available distribution channels, e-commerce businesses can distance themselves from mass consumption industry.
Some customization examples for the 2024 Olympics
The 2024 Olympics choose La Belle Sneaker in Rouen to offer 600 pairs of sneakers to their employees.
Founded by two Rouen natives, Maxime Lamboy and Jeremy Harvard, La Belle Sneaker is a sneaker customization company. The Paris 2024 management commissioned them to customize 600 pairs for employees.
A special edition of the Bic 4 Colours highlights the emblems of the Paris 2024 Olympic Games.
The Bic brand displays its sporting spirit with a 4 Colours under Paris 2024 license. Nine designs are offered to celebrate the upcoming Olympic and Paralympic Games, featuring symbols of the games as well as the French teams. The Paris 2024 mascot, Phryge, appears on several motifs, as does the Olympic flame. Available since June 2023 in Carrefour stores (an event partner), these pens will be distributed in official boutiques, among others. The profits from this license contribute notably to financing the organization of the Olympics.
