It’s been drilled in our heads from the time we started pre-school: “You’re unique, and there is nobody else in the world just like you.” Today’s modern market is finally following suit and it seems that customization is a right, not a privilege. The one-size-fits-all approach is dying. In certain categories, the assembly line approach kicked the bucket a long time back. Think about it, when was the last time you weren’t able to customize your car?
What does this mean for the market?
Consumers have come to see ‘have it my way’ as more than just a fast food chain slogan. It’s the recognition that no two people, and no two people’s needs, are the same.
In some ways this poses a challenge for brands: Consumers won’t make do with something that’s not made to order. But it also presents a huge opportunity. By allowing consumers to get exactly what they want, when and how they want it, brands not only build a more personal product, they can also avoid wasting money, time and resources on things their consumer doesn’t want.
The desire to make something your own stems from two beliefs. First, that you are unique. Second, that you know yourself, and what you need, better than anyone else.
Fashion is a good example of this. Personalization today is about more than just choosing from a wider range of colors, prints and patterns, it’s also about creating elements of items from scratch.
The brands that are doing it right
Reebok : In 2012, research showed that 26% of consumers named "customization" (the ability to create your own elements of the shoe) as an important influencing factor of their shoe purchase. This jumped to 40% amongst 18-24-year-olds. The call for customizable details was answered in terms of both fit and form: Reebok created a new range of running shoes that can be molded to the wearer’s foot.
Nike: Nike has a ‘Customize’ tab on their website that allows consumers to choose any style of athletic shoe to customize including, cleats, training shoes, running shoes, and basketball shoes. The process lets consumers choose their own graphics, colors, shoe tech, and personalized message.
Coca Cola: Coca-Cola’s newest Share a Coke campaign is taking customization to a whole new level. Cokes are being sold all over the globe that feature individual names. Coke uses the website as a platform to highlight their consumers as well as a portal that gives consumers the ability to customize and order their own bottle of Coke. We've even seen Coca-Cola promoting its new mini bottles in Israel by giving drinkers the chance to print a miniature figurine of themselves.
Chipotle: Chipotle has seen success with its food assembly line approach that allows consumers to choose exactly what they want to eat. It’s widely popular amongst millennials due to their notorious high regard for health conscious decisions. The process allows them to choose healthier options while skipping out on the less healthy ones.
The Takeaway
The moral of the story is simple. Customization has to be consumer-led. Whether it’s fashion, food, or personal products. Simply giving people a few options doesn’t suffice—consumers expect to have a hand in the process. Keep up with the trend by emphasizing the enjoyment associated with creating something with your own two hands.
