Retailers that enable shoppers to build and customize products will prosper
Personalization will still be a key retail trend in 2018 and beyond. We’re not just talking about putting someone’s name in an email subject line or letting customers put their initials on products. We’re referring to personalization that enables shoppers to build products and customize them to the very last detail.
For one, modern consumers are placing a lot more value on experiences over physical items or commodities. And so, when shoppers purchase tangible products (beyond things like groceries), they want those items to either tell a story, fit into their lifestyle, be completely unique, or all of the above.
Allowing shoppers to build and personalize products not only fulfills those standards, but it also make shopping itself a lot more exciting. What could be more interesting than building your very own purse or watch?
If you want to see next-level personalization in action, check out Dresden, an eyewear retailer and eye healthcare provider. The company aims to revolutionize the industry by providing the world with affordable, locally-made and sustainable eyewear.
Dresden takes plastic waste from Australian beaches and discarded fishing nets and upcycles them into affordable frames. Dresden lets shoppers create their own pairs of sunglasses by enabling them to interchange the lenses and frame parts (which come in a variety of colors and sizes).
The result? Shoppers can purchase eyewear that’s unique, stylish, and environment-friendly.Welcome to China Retail.
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