We wanted to find how top brands incorporated product customization feature to their online store and how it impacted their overall sales & brand image. Here are our top 4 brands which maximize their ROI by selling customized products.
Before we dive into real-time examples, let me explain what is product customization briefly.
With Globalization at its peak, it’s pretty much possible to buy products manufactured from across the world without any difficulties whatsoever. Thanks to eCommerce stores, just a click of a button and the product will reach buyers’ doorstep before they know it.
Now that almost every commodity is sold online and the business is booming, bigger brands are experiencing more competition than before.
A bootstrap company with a few good products, intelligent marketing strategy, and an intuitive online store might rival up every other giant in the market.
So, in order, to attract customers, bigger brands have taken one extra mile to sell what the customers like, most importantly, in a more personalized bespoke way.
Why Product Customization?
Until the end of the first decade of the 21st century, neither the brick & mortar stores nor the eCommerce stores offered product customization to common people. Nevertheless, the advancement in software and design has made this easy and feasible than ever.
Now the end user can personalize the product color, design, functionalities, and add-on features right from the online store. In this way, not only the tailor-made product is likable, it’s unique as well.
All that said, product customization has allowed eCommerce websites to attract more customers thereby making them happy and satisfied. One thing common between all these successful customizable eCommerce stores is their easy-to-design feature, as most businesses tend to provide as many options as possible to their clients. But it should not make them overthink.
An ideal website should kindle customer’s curiosity and encourage them to design their own products without affecting their buying experience. As a product seller, you should know where to draw the line.
If you are someone who is thinking of adding customization to your store and don’t know whether this feature will increase your sales. Don’t worry we are here to help you.
We have listed down some of the online stores who embarked on product customization to win loyal customers which helped them to stay ahead in the competition.
So without further due, here we go.
We all know Nike is a marketing company who also sell shoes. When they wanted to increase Direct to Consumer sales channel, they come up with the idea to sell customizable shoes to the end consumer. Customized shoes were sold for 170$. Nike not only increased their sales but also earned huge PR for its innovation in the shoe industry.
Last year, Nissan introduced options for the buyers to select choose engine model, interior and exterior vehicle color, etc. Nissan Motor Co. Corporate Vice President Kent O’Hara projecting that connectivity, accessories, and personalization will deliver 25 percent of the company’s after-sales revenue by 2022.
Blue Sky is the #1 planner brand in the USA delivering exclusive premium and personalized planners. Customers can upload their own cover images or choose from the gallery; can customize the name frame style, color, fonts, change interior color and format, giving the shoppers full liberty to design. This increased its sales by 20%.
Product customization not just stopped with high price products like cars, household goods sellers like Nutella also added customization to their marketing strategy, allowing its customers to add their name to the jar. When they introduced it in the market, people loved it. Customers started to share the product with their name on it which created a huge buzz for them in social media.
Solidsurface.com is the only online marketplace for the decorative surfacing industry in the USA. Imbibing features letting customers choose intricate details like – material and color, width and depth, sink quantity and type, where faucet holes should be, ink positioning, etc. has satisfied every shopper who was a part.
Susan Lanci Designs are a luxury online dog boutique offering dog accessories with a perfect fit, highest quality, utmost comfortability, superior safety, and of course style. After customization, the shoppers can choose to detail every small thing right from a collar to hook. This lead to a 9% increase in conversion for the brand.
No one in their wild dreams ever thought of making iPad cases in a handcrafted leather case. But that’s what DODOCases Founders did for 7 years. One of the key reason for a million dollar revenue is customization. Earlier in their journey, they found that people love the personalization. Customization feature easily placed them over others in the market.
These are just a few. There are so many brands that revolutionalized the way products are customized by imbibing excellent design options. You can tweet to us about your favorite brands who experimented with customization option and if you are interested in integrating product customization to your online store, we’re happy to set it up for you.
To Know more about customization or to implement the customization on your online store request a personalized demo here.