Product customization is a unique brand experience you can offer to your customers. It is also an effective way to make your business stand out. While customized products are not new, they can give brands a competitive edge.

5 Reasons Why Product Customization Is a Great Marketing Strategy

There are various options brands can use to customize their products. Although the most popular ones are t-shirts, mugs, bags, and pieces of jewelry, there are no limits to what you can offer to your clients.

Some companies provide custom shot glasses, shoes, candles, and reusable water bottles, just to name a few.

Unlike personalization where the experience is tailor-fit for the users, customization centers on what consumers can do themselves.

When users or customers customize a product, they adapt it to their own preferences—allowing them to have control over the process and result. This brings a one-of-a-kind experience that customers can enjoy.

If you are still uncertain on how customization can help your brand grow, here are some reasons why customization is a great marketing tool.

It Helps Generate More Sales

When you offer your customers a custom option of your products, naturally the cost is higher. But this also means you can charge more for each order they place.

While it is true that manufacturing similar products in bulk is cheaper, offering customization like engraving your customers’ initials on each item allows you to increase the prices.

Even if a custom-made item costs more, a lot of people will still buy them according to the Deloitte consumer review. The report states that one in every five consumers are willing to pay a 20 percent premium for customized products.

You might expect the respondents of the study to come from a younger age group. But individuals who are 55 years old and over said they are more inclined to purchase personalized items than people belonging to the 16­–24 age group.

Additionally, the review reports that 46 percent of consumers are happy to wait longer to receive their customized products. These results mean there are plenty of opportunities for businesses when it comes to offering customized products.

It Serves as Free Marketing

Anything different or rare are eye-catching and are often talked about. Apart from being conversation starters, custom-made pieces can also become a form of marketing.

For people who come across items that they have never seen elsewhere, they will inquire about them and ask where to purchase the product. Thus, this will lead more customers to the business.

In the case of a brand offering custom-made luggage, their customers would often get asked about where they get their luggage from. Many people get intrigued with the concept of having their initials on their suitcase as well as their desired color palette.

This is a prime example of word-of-mouth marketing and an effective way to get more people to learn about a particular business with a distinct product.

It Provides Better Customer Insight

Learning about what your customers want allows you to get to know them better. This provides an opportunity to get valuable information, including current consumer trends and their buying habits.

When a business doesn’t offer custom-made products, it will only be able to gather data based on the merchandise it has in stock.

But if a business lets customers customize the products, brands can become more aware of what particular things consumers prefer and are willing to purchase.

After analyzing these insights, you can provide your customers with better products and more choices—which can give your brand a strong competitive advantage.

It Improves Customer Satisfaction

A customized product can help increase customer satisfaction because you are giving them a one-of-a-kind experience with each item.

For example, when they receive a custom-made merchandise with their initials engraved on them and in their favorite color, it provides a deeper sense of ownership over the product.

Since customization involves the consumer having control over the outcome based on their preferences, they get to create a product that is unique and specially made for them.

It Builds Customer Loyalty

When your customers get the exact product they want from you, they will most likely come back again.

Just think about it, why would they go to your competitor, who doesn’t offer customizable options, if they can buy these kinds of products from you instead? If you provide them with what they want, they will continue to support your brand.

Keep in mind that using customization to maintain brand loyalty means you must also offer uncommon products from what your competitors have.

For instance, in the case of custom t-shirts, aside from letting customers select the words that are printed on a shirt, you can also have various colors available for your clients to choose from.

Conclusion

This can attract more consumers compared to a competitor that only offers custom word printing in a plain white shirt.

Offering customization for your products is a creative and efficient way to improve your customers’ brand experience.

When you allow your clients to customize your products based on their preference, you also help your business stand out from the competition. So, try out customization and see how this great marketing strategy can support the growth of your business.

___________________________________________________

Some other articles you might find of interest:

Make your business rock with these business plan writing skills:

Startup’s Guide to Write a Business Plan

Would you like to know how investors value a startup?

How Do Investors Value a Startup?