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WHAT IS CUSTOMIZATION? Customization is the hottest trend in retail among both established brands and startups. A consumer is able go
online and order a product of their specific design, choosing their own colors and features. This customization comes at a higher price tag that consumers willingly pay. Customers who buy customized products are more satisfied and
CUTOMIZATION FOR BRAND DEVELOPMENT Customization is a brand promotion as well as a loyalty strategy that can significantly increase consumer engagement. Consumers who are able to design their own products visit websites more frequently and stay
longer on each visit. After consumers invest time in designing their own products, they want to share their creations with friends and relatives. This social aspect helps companies engage with existing customers and
CUSTOMER INDIVIDUALITY Customization is an opportunity to reach specific customers, those that have ever-changing preferences and are willing to pay for it. As a growing consumer force, young shoppers demand individualized products. They practice self-expression through their clothing, the cars they drive, and the
food they eat. With social media, it is becoming increasingly easy for people to express themselves to their friends. When consumers are allowed to express themselves through a product and share it online, the
Customers that customize a
product are more likely to be brand advocates. Customizers are also more likely to be repeat purchasers. With so many options to choose from, loyalty among shoppers is special.
Customization helps drive customer loyalty, especially those seeking to express their
own individuality through products they already know and love, since it makes them
CUSTOMER LOYALTY
MEASURING LOYALTY
The Net Promoter Score (NPS) is a management tool that can measure customer loyalty.
It is based on the question, “How likely is it that you would recommend our
company/product/service to a friend or colleague?" and is scored on a scale of 1 to 10. A higher NPS typically translates to higher sales,
VALUE OF CUSTOMIZATION It is important to understand the value of the customization against the cost of complexity in making it possible. To do so, a company needs to: •
Understand the sources of value that customization provides
•
Evolve toward the point at which customization adds value to the
company and customer •
Align the business to customer needs while providing value at
CUSTOMIZATION INTENT Determine the goal of the customization and how much customization to offer with four considerations: 1. Know your intent and remain clear about the strategic value you hope to derive from
customization. You can use it primarily to engage with customers and build brand advocacy or pursue customization of a chosen product line for direct
profit potential. 2. Know the amount of customization you need to offer. Will you allow consumers to design a unique product that will be built to order? Will you add more minor customization such as a monogram or
CUSTOMIZATION INTENT,
CONTINUED 3. Know to keep it simple to minimize risk.
If the online design process is too complicated, potential shoppers may be turned off. They may also reject too many options. The best companies limit the number of features that can be chosen. 4. Know how to enhance the customer
experience by engaging customers. The act of designing products needs to be enjoyable and there can’t be roadblocks
Artex Group is the ultimate manufacturing and design source for custom patches. Since 2002, Artex Group has made over 40 million embroidered patches for companies across the globe, including high-profile clients. The
custom embroidered patches and emblems are made to exact custom design, size and color specifications, ranging from original
designs to company logos. http://www.artexgroup.net/