How To Succeed with Personalization.

Learn how product customization works and how to create customizable items. See how it can boost your brand, with examples from successful businesses.

product customization

What is product customization?

Consumers often look for products that reflect their individuality. Around 36% of shoppers prefer customized products, and nearly half will wait for items tailored to them. Even better, many happily pay a premium for personalization.

What It Is and Benefits

Customers use online product customizations to tailor items to their personal needs or style. Customizations allow them to choose colors, swap design elements, add or remove product features, or include a name, logo, or monogram.

"We encourage business owners to think about offering customization that's unique for a specific fan base or customer need—making a real connection."

Increased brand loyalty

When customers can get exactly what they need (whether that's sneakers in a half size with two-tone laces or their baby's face on a pair of socks), it can increase brand loyalty, potentially leading to repeat orders and loyal customers.

Personalization provides a clear differentiator, turning standard items into unique product offerings that customers won't find anywhere else. If customers can select the color of their notebook, and the wire binding, and the page format, and the monogram foil color, then they're not getting a generic notebook-they're getting something special.

How personalization works

Allowing customers to add initials, names, important dates, or even photos builds a stronger emotional connection and enhances the shopping experience.

Exclusivity
Personalized items feel special, adding perceived value and justifying a higher price.
Sentimentality
Personalized experiences make products more meaningful and increase brand loyalty.
Tailored choice
Giving customers control over the final product increases their likelihood of purchase.
Higher perceived value
Personalized products are often seen as more valuable, encouraging customers to spend more.