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WHAT IS

CUSTOMIZATION?

Customization is the hottest trend in

retail among both established brands

and startups. A consumer is able go

online and order a product of their

specific design, choosing their own

colors and features. This

customization comes at a higher

price tag that consumers willingly

pay. Customers who buy customized

products are more satisfied and

more valuable.

CUTOMIZATION

FOR BRAND

DEVELOPMENT

Customization is a brand promotion as well as a loyalty strategy that can

significantly increase consumer engagement. Consumers who are able

to design their own products visit websites more frequently and stay

longer on each visit. After consumers invest time in designing their own

products, they want to share their creations with friends and relatives.

This social aspect helps companies engage with existing customers and

draws new customers to their website.

Customization is an opportunity to reach specific customers, those that

have ever-changing preferences and are willing to pay for it. As a growing

consumer force, young shoppers demand individualized products. They

practice self-expression through their clothing, the cars they drive, and the

food they eat. With social media, it is becoming increasingly easy for

people to express themselves to their friends. When consumers are

allowed to express themselves through a product and share it online, the

marketing practically drives itself.

CUSTOMER

INDIVIDUALITY

CUSTOMER

LOYALTY

Customers that customize a

product are more likely to be

brand advocates. Customizers

are also more likely to be

repeat purchasers. With so

many options to choose from,

loyalty among shoppers is

special.

Customization helps drive

customer loyalty, especially

those seeking to express their

own individuality through

products they already know

and love, since it makes them

feel as if a store is their own.

MEASURING

LOYALTY

The Net Promoter Score

(NPS) is a management

tool that can measure

customer loyalty.

It is based on the question,

“How likely is it that you

would recommend our

company/product/service

to a friend or colleague?"

and is scored on a scale of

1 to 10.

A higher NPS typically

translates to higher sales,

referrals, and lifetime

customer value.

VALUE OF

CUSTOMIZATION

It is important to understand the value

of the customization against the cost of

complexity in making it possible. To do

so, a company needs to:

• Understand the sources of value

that customization provides

• Evolve toward the point at which

customization adds value to the

company and customer

• Align the business to customer

needs while providing value at

the lowest cost

CUSTOMIZATION INTENT

Determine the goal of the customization and how much

customization to offer with four considerations:

1. Know your intent and remain clear about the

strategic value you hope to derive from

customization. You can use it primarily to engage

with customers and build brand advocacy or pursue

customization of a chosen product line for direct

profit potential.

2. Know the amount of customization you need to

offer. Will you allow consumers to design a unique

product that will be built to order? Will you add more

minor customization such as a monogram or

engraving?

CUSTOMIZATION INTENT,

CONTINUED

3. Know to keep it simple to minimize risk.

If the online design process is too

complicated, potential shoppers may be

turned off. They may also reject too

many options. The best companies limit

the number of features that can be

chosen.

4. Know how to enhance the customer

experience by engaging customers. The

act of designing products needs to be

enjoyable and there can’t be roadblocks

to making returns.

Artex Group is the ultimate manufacturing and

design source for custom patches. Since

2002, Artex Group has made over 40 million

embroidered patches for companies across

the globe, including high-profile clients. The

custom embroidered patches and emblems

are made to exact custom design, size and

color specifications, ranging from original

designs to company logos.

http://www.artexgroup.net/

866.845.1042