Why You Should Offer Personalization: Because Customers Want It

Posted by Speed Commerce

This blog is part one of a five-part series on product personalization. Click here to read the resource guide “5 Reasons Why You Should Offer Product Personalization”.

Product personalization is hot. Like, car-metal-on-a-90-degree-Indiana-day hot. Customers are demanding it, industry events are talking about it, and retailers are scrambling to implement the latest trends. At Speed Commerce alone, we’ve seen a 17 percent increase in volume for personalized orders from 2012 to 2013. Embroidery, engraving, custom materials cutting – you name it, it’s up! And we only expect it to continue to grow as online retailers seek to make the ecommerce customer experience as close to the brick-and-mortar experience as possible.

Bain & Company surveyed ecommerce customers’ interest in product personalization. The findings were fascinating – although only 10 percent of the 1,000+ respondents had customized an order online, 25-30 percent were interested in doing so but hadn’t completed it yet. That means that one in every four customers visiting your site will at least check out your personalization options when browsing. Think about your average order value for a minute when you consider that statistic – if you’re able to convert even 25 percent more shoppers with customized services, is it worth it? Most retailers would say YES!

So how can you ensure you give your customers the personalized products they want? Consider these tips:

  • Find your product’s personalization options that make the most sense (financially, operationally, and aesthetically)
  • Send surveys to past customers – get their input on what they want to see
  • Use all that purchase data you have to create targeted marketing lists to upsell personalization services
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