Travelers who frequent Conrad Hotels have another decision to make when making a reservation. What kind of pillow they prefer. Conrad Hotels offer over 75 varieties. Some depend on where you are staying, others are for your mood or how you are feeling: anti-stress, cold and flu which has oils supposedly to relieve sypmtoms in the pillow. A Water Pillow has a thermal pouch, etc.
Implications - In a digital age where consumers have been blessed with the ability to customize products and the way they enjoy them at will, companies can benefit from this desire for individuality by offering consumers a variety of options for services. By putting the power back in the hands of the consumer, corporations create a trust bond that can leave consumers feeling simultaneously taken care of and in control.