As customer data becomes widely available, many companies are customizing products.
Branding and marketing have shifted away from mass-market appeal as today’s customers seek increasingly individualized experiences. The way to earn and keep loyal customers is no longer to create one thing everyone wants; it’s to provide thoughtfully tailored products and services to each individual.
Customers are much more likely to share a customized product – whether it is a bottle of soda with their name on it or vitamins tailored to their specific needs – with their friends or on social media. Even the method of customization has shifted away from such things as monogrammed luggage to products that actually benefit the customer.
Dispatches From The Front 