Are you an eCommerce business owner trying to keep your finger on the pulse of new marketing trends? Do you want to know what strategies will be relevant in 2022 to boost sales? Then you should consider implementing a product customization feature on your website.
Many famous brands and small companies are already taking full advantage of offering consumers the opportunity to get a product that matches their needs best. For this purpose, business owners implement special features on websites, so-called customizers.
Typically, customizers offer clients the following options:
changing the item’s shape;
choosing the color and type of material;
putting personal writings and drawings, engraving initials.
This article will cover the main benefits of using such a solution and the specifics of implementing it. You'll also find a few examples that might give you some ideas to apply to your business.
How to Implement a Customizer on Your Site
If you want to implement such a complex solution as a product design customizer, it is essential to remember that it requires the high technical capabilities of the site. Only then will it be able to support the feature correctly.
The fact is when using the customizer, any changes made by the user should be displayed quickly and correctly, without overloading the site or slowing it down.
How do you avoid possible problems?
At least you should optimize your site as much as possible: enhance eCommerce navigation UX, database, media files, and so on.
If you want to maximize the performance of the customizer and the site itself, you should consider switching to a more modern headless platform or progressive web app (PWA) (if you haven't done so already).
8 Reasons to Use Personalization in Your Business
Why is it worth giving your customers the ability to modify the products you offer by their tastes? In short, this will provide you with many advantages over competitors who do not provide such a feature.
So what exactly are the benefits of using personalization?
1. Increasing conversion rate
If you offer users a wide range of products that they can customize, they are more likely to place an order.
2. Higher level of customer satisfaction
Customers can order products that exactly match their desires, which means they will be more satisfied.
3. Enhancing customer service
Having an online builder on the site allows people to order custom items from their homes without explaining their idea in person.
4. Better shopping experience
The customization features make shopping an exciting experience when the client can feel like a real designer.
5. Understanding the preferences of your target audience
Using customizers helps businesses understand customers' behaviors and desires. This will enable you to plan the next marketing campaigns more precisely.
6. Boosting customer loyalty
When users see that a brand is working hard for them and implementing features that make the service even more convenient, they are more likely to become loyal customers and recommend your business to others.
7. Sales growth
One more advantage is that using these features will provide your business with increased profits.
8. Engaging email subscribers more effectively
According to 20% of marketers in the HubSpot survey, personalization boosts engagement in their email campaigns.
So, let your customers express their individuality and order unique items for themselves and as gifts for family and friends. You'll soon notice how much it benefits your company.
6 Customizers in eCommerce Worthy of Your Attention
And now, let's move on to some successful examples of customization in eCommerce that might deserve your attention.
1. Build Your Dream Wedding Ring with Consider the Wldflwrs
To find the ring of your dreams, you have to spend a lot of time and effort: your head can be swept away by the wide assortment of ready-made rings. But what if a bride has a clear idea of what she wants and can’t find such an item in stores?
The brand called Consider the Wldflwrs is aware of the difficulties brides face. That's why, in addition to a wide range of pre-made jewelry (earrings, necklaces, watches, men's and women's rings), it also offers a ring customizer.
The site provides a kind of constructor for those who want a unique, one-of-a-kind wedding ring. Undoubtedly, this is a great idea that will be in demand.
You can see the interface in the screenshots below. First, the user selects the ring model, metal, and size. Then, the properties of the diamond: shape, color, clarity, and cut. There's a handy function for sorting diamonds by price and carats.
Afterward, you can virtually try the selected diamond on a photo of the model's hand. It is also possible to see it in detail by turning it 360 degrees.
[caption id="attachment_53860" align="aligncenter" width="1166"] Screenshot taken on the official Consider the Wldflwrs website.[/caption]
2. Design Your Lingerie with Impish Lee Designs
In offline stores, it's not always possible to find lingerie of the right design and color, with the desirable details and the correct size. The Impish Lee brand solves all these customers' problems by offering them to experience the role of a lingerie designer.
The user has the opportunity to create underwear to their taste. Moreover, you can do it in just a few clicks.
Look at the screenshot below to get an idea of the constructor's functionality. You can choose a wide range of product parameters yourself:
Fabrics (from lining to lace);
The user's lingerie is demonstrated on drawn models for more visibility. Once the design is complete, you can share the result on Facebook, save it in your account, or add items to your shopping cart and place an order.
[caption id="attachment_53863" align="aligncenter" width="1067"] Screenshot taken on the official Impish Lee Designs website[/caption]
3. Create a Personalized Face Mask (and Many More) with Zazzle
On the Zazzle website, you can design and order many different products, from pillows and smartphone cases to shoes and clothing. However, as an example for this article, I decided to take protective masks, which are more relevant nowadays than ever.
Lately, we all often have to wear masks. But ordinary medical masks are boring. It would be much more creative to wear a customized mask, which would play an accessory's role in addition to its protective function.
In the Zazzle builder, you can design a mask following your imagination. For example, you can put your photo or any picture on the background, place a logo or your initials, or write some text.
The functionality is intuitive. The user selects a mask model and goes to the customizer to create the unique design. As you can see in the screenshot below, the editing possibilities are extensive. I, for example, decided to put my initials on the mask.
[caption id="attachment_53866" align="aligncenter" width="1500"] Screenshot taken on the official Zazzle website[/caption]
4. Generate Stylish Footwear with Toesmith Shoes
Toesmith Shoes offers all footwear fans the opportunity to make their own pair by personalizing the design to the smallest detail. Among the types of shoes that can be personalized are the following:
Classic lace-on sneakers;
The client can change the background color of all the elements and add any pattern, picture, photo, and text (including different for the left and right shoe). In addition, you can choose the font, size, and color of the text.
As you can see in the screenshot below, I decided to add my name to the flip-flops - why not?
[caption id="attachment_53869" align="aligncenter" width="1500"] Screenshot taken on the official Toesmith Shoes website.[/caption]
5. Get a Doll That Looks Just Like Your Kid with American Girl
The fifth example is the American Girl brand, which produces children's toys. In addition to ready-made dolls, children's clothes, and various accessories, the company offers a service of creating dolls according to individual parameters.
This personalized doll can be created for your child or as a gift for someone else. You can customize the doll by choosing facial features, including eye color, hairstyle, freckles, and even unique characteristics such as hearing aids or braces.
You can also choose the clothes and accessories you like and give the doll the name you want.
Such a customized doll will surely delight any kid. In the screenshot below, I give an example of a doll created using the constructor on the website.
[caption id="attachment_53873" align="aligncenter" width="995"] Screenshot taken on the official American Girl website[/caption]
6. Make a Phone Case with Unique Features
The Harber London brand also offers its customers the ability to personalize goods to their taste. This company specializes in luxury leather goods. And luxury is all about exclusivity.
As such, you can customize a phone case that no one else will have. The screenshot below demonstrates the functionality.
[caption id="attachment_53875" align="aligncenter" width="1238"] Screenshot was taken on the Harber London website[/caption]
You can write the text you want, choose an appropriate font, upload an image or logo, and so on. Such a laconic and business-looking item will surely send the needed signals and set you apart from the rest.
To Sum Up
Product customizers justify the investments.
Statistics show that 66% of clients value understanding their needs. So they choose brands providing an opportunity to express their identity and feel appreciated. If you succeed in satisfying consumers, 91% of them will be more likely to become regular customers.
You've been introduced to some customization ideas for 2022. Brands of jewelry and lingerie, shoes, clothing, accessories, and even toys offer their customers the opportunity to create goods according to their imagination, requirements, and wishes.
Such options have a high potential to become in-demand also for ordering unique gifts. Providing the ability to modify products will help you expand the range of potential clients and thus boost your business development. In addition, this is an excellent way for the company to earn an undeniable competitive advantage.
Therefore, it will be a great idea to implement personalization options on your eCommerce site. After all, a step towards customization can bring you additional orders and, thereby, profits.
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