Benefits of Customization: Why Consumers Love the Power of Personalization

Updated 3 weeks ago
Lindsay Vine
September 23, 2021
4 min read

If you are looking for a way to overtake your competition, one way to do that is to add customization to your product line. For customers, customization and personalization make the product feel unique to them. It gives them the added feeling that their product is special. 

There are many benefits of product customization for shoppers. Consumers love the control that the personalization of products gives them. It’s also an excellent solution when they’re looking for something specific but can’t find it. 

Ecommerce stores are finding customization options for their customers through mass customization. Products are displayed with 2D or 3D visualization and can be modified in several different ways to meet the specific needs of the consumer. 

Mass customization is a process that allows for flexibility in product design, giving customers the option to personalize the end result to meet their own needs. This can include offering different colors, materials, text personalization, and much more. 

What can this look like, exactly? 

Take some inspiration from the Fender Mod Shop, offering one of the most innovative 3D product customization experiences out there. 

Via Fender

Benefits of Customization

The benefits of customization are considerable for both you and your customers. Of course, personalization gives the customer the exact product they’re looking for. But most importantly, it can help boost revenue by increasing margins and conversions. 

What are some benefits for your customer relationship if you offer customization?

  • Increase Brand Loyalty: You can increase brand loyalty by up to 45% when you offer customization and personalization.
  • Higher Margins: Our recent consumer study found that 90% of those surveyed are willing to pay more for customized products. Of these respondents, 49% will pay 10-25% more and 21% will shell out an additional 25% or more.
  • Enhance the Shopping Experience: Customized shopping experiences enhance the psychological feelings of gratification customers experience while interacting with your site. 
  • Go Viral: Customized products provide free advertisement for your brand by word-of-mouth marketing. Your customers will feel a greater sense of pride in their unique creations, making them more likely to share their experiences through social media and other channels.

Don't forget that customized shopping experiences need to be ready on all types of mobile devices. Many consumers in 2021 use their mobile phones to shop or compare prices. However, some consumers prefer their desktop, laptop, or even their television. So, be sure to select a product personalization platform (like ConfigureID) compatible with all devices. 

Disadvantages of Customization

While outweighed by the tremendous customer relationship and business benefits, there are some potential disadvantages. Awareness of these issues will help you work around them more easily and maximize the benefits.

The disadvantages of customized products that you should be aware of can include:

  • Longer Delivery Times: The time needed to create or add personalization to the product can add to the delivery time. A standard solution for this is honesty. Give the customer the necessary information to understand the longer delivery. Plus, our research shows shoppers are willing to wait longer for customized products. 55% will wait an additional 3-6 days and 43% will wait from one week to a full month longer than normal.
  • Material Availability: In the last year, there have been lags in getting the materials needed for many products. You can avoid the problem altogether by using a product personalization platform that integrates with your inventory and ecommerce platform. If you don’t have these capabilities, be sure to communicate the issue immediately and offer your customer other options. 

Examples of Customized Products

There are endless types of products that can be customized to consumer wants and needs. These items can include eyewear, furniture, clothing, home décor, jewelry, footwear, and much more. The range of products that you can customize is too long to list. However, several key industries are growing by leaps and bounds due to personalization and customized product options. 

A few of the types of products that can benefit the most from customization and personalization include:

  • Apparel: Many of today’s consumers (young and old) are looking for ways to stand out from the crowd with their wardrobe. Affordable luxury giant Ralph Lauren has taken advantage of this trend by offering personalized polo shirts that make their customers love the brand even more. 

Via Ralph Lauren

  • Jewelry: Shoppers often want something unique when it comes to jewelry. Kendra Scott’s Color Bar takes uniqueness to the next level. It offers a wide range of customization options for necklaces, earrings, bracelets, and much more!

Via Kendra Scott

  • Luxury Goods: What could be more luxurious than a customized luxury bag? Louis Vuitton knows this well. This top-tier luxury retailer offers a highly engaging personalization experience that makes each customer feel truly pampered. 

Via Louis Vuitton

Major brands are investing heavily in personalizing the shopping and buying experience for their customers. In addition, these same companies are working to improve the personalization of the shopping experience in the way they interact with consumers.

Consumers Want Customization

It's simple; if you want to stand out, you need to be unique. Your customers also want to be unique, and the only way to give them what they want is to provide product customization. Bringing personalization to your product line is a win-win for both you and the customer. 

Are you looking for guidance on how to add customizable products to your ecommerce site? ConfigureID is here to help! Our premium product personalization platform integrates seamlessly with any ecommerce platform and provides everything you need to offer 3D online product personalization. 

Request a demo now to see how we’ve helped retail leaders like Fender, Ralph Lauren, Kendra Scott, and Louis Vuitton build highly successful product personalization programs. 

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