Product personalisation is any product which has been changed in order to meet the needs or wants on consumers (Chang, 2019). The level of importance for this concept varies across different industries and for businesses in the industries which seek personalised products the most, it is important to satisfy their consumers by meeting or exceeding their expectations in order to retain them and improve their brand image.
Personalised products can often cost more for the customers as the business must alter their production process to meet their needs. However, studies have shown people are willing to pay a little more for a customised as they tend to be more satisfied with the product as it gives them a sense of ownership (Chang, 2019). It is important for businesses to keep up to date with the latest technology as it has become an expectation of consumers and greatly improves efficiency particularly with the personalisation of products.
Some business now use this feedback from customers including cookies to use recent searches and history to tailor to the customers’ needs this form of marketing can have a positive or negative affect as it can be seen as an invasion of privacy however it also may help the customer find what they are looking for easier or use these search to find common interests and advertise specific products to them.
References
Algie, J. (2019). Week 2 Lecture Notes.
[ebook]
Available at:
Click to access week%202%20slides%202019.pdf
[Accessed 16 Mar. 2019].Chang, J. (2019). Understanding The Rise of Personalized Products Ecommerce – Financesonline.com. [online] Financesonline.com. Available at: https://financesonline.com/understanding-rise-personalized-products-ecommerce/ [Accessed 16 Mar. 2019].
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