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.

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