To the untrained eye, when we talk about customization and personalization, youare probably thinking we are talking about the same thing. However, there are subtle differences.
Buying trends have changed. Whether it’s cars, pens, clothing, or even doors, customers need satisfying in different to make a purchase, especially online. Whilst keeping up with the Joneses is still important in every day purchases such as our grocery shopping, when it comes to lifestyle purchases, customers are after one of a kind products, tailored to their own specific requirements, an item no one else can own. This concept comes into it’s own when we talk about the internet. The world wide web has become saturated with ecommerce shops selling a wide range of items, all alike in design, colour, quality and price, so how does a user make a choice?
This is where customization comes in to play. The average website user only has a short attention span and unless a website site owner can find a way to:- 1)Capture their attention and 2)lead the customer subtly through the sales funnel they will disappear along with the sale to another competitor.
There are a myriad of choices open to the website owner to help market their product and change visits into sales. One way to do this is via personalization or customization.
Personalization
Personalization is the way a user can personalize a gift or product, which makes it personal to the clients wants or needs. Personalization makes an a product or service personal to the user, making them feel more in control.
Personalization is very big in the gift market. Pens, hats, t-shirts. Badges, trophies, bags and clothing can all be personalized according to a customer’s needs. The results can be clearly shown online with the design, logo or name visible on the product before the customer makes a purchase.
Font, Colour, Size and Image can all be tailored according to a user’s specific needs. This can be a powerful tool for any promotional or trophy seller.
Customization
Customization allows the customer to get more hands on with the product. One of the best examples of this is in the area of kitchen designing software. Before making a purchase a customer, can change the layout of a kitchen, size, colour and design of the cupboard and appliances, choose the handles for drawers and even the finish for the kitchen counters. The main advantage of customization is the way the store owner can upsell many other products. We see this on DIY websites, where after choosing a door, the website owner may show them a range of locks they have an offer or offer them a range of other home improvement items related to the product they are buying. The user feels the impulse to buy without the pressure. This creates fun for the customer and more importantly more sales for the store owner.
Customization can also be tailored to other products such as cars, guitars and even clothing. If you sell online if you want to give your customer a unique and rewarding experience this may be an option to consider. Don’t believe it works? Look at Amazon.
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