Customization

Implications - Many consumers, renters in particular, want to be able to easily change and adapt their space, but are intimidated by the thought of an expensive, messy and time-consuming renovation. Additionally, permanent or expensive decor can often be at odds with the preference for customization and the "nomadic" lifestyle many Millennials live today. With homeware brands inventing speedy installation solutions, renters are able to make small but impactful adjustments to their homes, while retaining the time required for their personal and professional development.

Homework Question - What invisible barriers to entry currently prevent consumers from engaging with your products or services? [More]

Implications - Young professionals living in urban areas continue to be enthralled by personalized, indoor gardens and decorative foliage. More than simply desiring that their homes be a place for personal expression, young, urban consumers seek commodities that bring nature and greenery into their everyday spaces as a form of escapism from the bustling metropolis' they live in.

Homework Question - How can you allow your consumer to actively participate in the personalization of your product or service? [More]

Implications - Combining customization with co-creation, brands are putting user experience directly into the hands of consumers. By letting go of full control, brands are indicating trust in the end user, allowing them the freedom to interact with the product the way they see fit and truly make it their own. Beyond crowd-sourcing to please a large audience, brands are leveraging in-person customization to engage the individual on a more personalized level.

Homework Question - Where can you loosen the reigns and give more control to the end user of your product or service? [More]

Implications - Once, customization was as easy as letting consumers choose their own ingredients or have their name etched on a product. Today, customization is common, and brands need to reach extreme degrees to present their personalized products as unique propositions. Products and services that reference detailed aspects of consumers lives stand to resonate far more strongly for consumers who are oversaturated with choices.

Homework Question - In what ways could you alter your product or service to make it hyperpersonal for consumers? [More]

Implications - As selfies continue to reign supreme on social channels, having a phone case that is equally on brand has become important for consumers conscious about their online image. While creative cases are nothing new, an increasing emergence of personalized cases ensures that consumers can send a message and get their unique identity across with an item that is special to them and their self-image. Already carefully curating their social feeds, customizing details such as their cell phone case that is sure to show up in any mirror shot demonstrates the desire for a more sentimental approach to accessories and style.

Homework Question - How can you provide your consumers with more leeway to infuse their own identities into your branding in order to enhance loyalty and engagement? [More]

Implications - Modular furnishings have become a favorite as homes get smaller and the need for customization gains prominence. When it comes to raising kids in these homes, savvy parents are opting for pieces that accommodate the different stages of childhood. Designs that adapt to user’s changing needs are seen as investments that will last and grow with the family, indicating a desire for smarter purchases.

Homework Question - How are you adapting to suit the future needs of your current consumer? [More]

Implications - Reformatting classic ingredients to appeal to a more modern landscape, traditional Italian food is being completely restyled in excitingly surprising ways. It can be tough to stay competitive in the minds of foodies while staying true to traditional roots and flavors. However, through taking familiar ingredients and presenting them as interactive elements to a dish or offering customization through modern technology, Italian food is seeing a revolution from comfort to excitement, much to the delight of flavor-seekers.

Homework Question - How can you integrate emerging trends to create fresh energy around your brand? [More]

Implications - As consumers look for experiences that balance authenticity and personalization, brands are moving to offer customizable food and beverage experiences that reimagine the ordering process. This progression highlights the need to incorporate unexpected, exciting elements to the retail experience in order to allow customers to feel in control of the process.

Homework Question - What elements of customization can you invite your customers to participate in? [More]

Implications - Meeting the desire for both direct-to-consumer brand interactions and limited edition, personalized merchandise, brands are hosting pop-up experiences that invite customers to experiment in order to co-create custom products. This progression demonstrates the need to engage consumers with memorable brand touchpoints during a time when brand loyalty is at times difficult to garner.

Homework Question - How can your product offering engage the desire for personalization in a fun and buzzworthy way? [More]

Implications - More empowered than ever to understand the complexity of their unique skin and beauty needs through online resources, self-educated consumers are driving demand for products that they can customize themselves rather than trying to fit a mold being dictated to them. Becoming less satisfied with off-the-shelf selections, mix-and-match kits that allow consumers to personally curate their own cosmetics are starting to gain ground, putting ultimate control of the product and, by extension, the product experience, in their hands.

Homework Question - Where can you offer consumers full control of their own product experience? [More]