Posts Tagged customization

New research shows that consumers want customizable products.

Have you ever bought a dual-purpose device only to have one half of the unit quit working? New consumer data shows that all-in-one products that combine several functions don’t excite people the way some marketers think they should.

A study conducted by Yankelovich shows that 55 percent of consumers agree that products with multiple functions tend not to perform as well as products with a single function. The study concluded that end users want opportunities for individual customization instead of prefabricated multiuse products.

How can product manufacturers do this? Provide accessible kinds of customization that don’t require users to be experts. Appeal to the self-expressive attitude of young people while staying instep with the pragmatic concerns of older customers. Other things to keep in mind are responsibility and sustainability. Creating products with a ton of customization options is considered cool, but so is limited waste and trusted usability.

More ideas for impactful product customization:

• De-bundle so that consumers can re-bundle. Make product combinations intuitive, hassle-free and affordable. Think of all-in-one meals as an example: offering chicken, beef and fish separate from their sauces and sides allows customers to mix and match without extra costs.

• Make “apps” low-tech. Allow options for customizing products after they’re purchased and distributed.

• Beware of the tipping point. Avoid offering too many or too few options. In addition, consider categorizing and cataloging applications so users can filter them according to their skill levels and needs.

• Focus on practicality. Don’t jump straight to the cool part of a customizable product; make sure to give ample time to its uses and benefits.

DID YOU KNOW?
50% of consumers wish they had more opportunities to customize products to fit their lifestyles.