Implementation of product customization can produce personalized products and services to the customers, catering to their wishes, needs, and desires

FREMONT, CA: In a digital world like today, online retail has become an eminent force with all the brick and mortar stores placing themselves on an online platform. Each product is noted to have thousands of storefront online and is noted to be growing still. Every other retailer wishes to project a different type of offering for a single product and expect the customers to notice. All of them are in a head to head fight to gain the most recognition, attention, and customer loyalty. The competition among these retailers usually occurs around the best products, customer service, and trends. Out of all the practices employed by the retailers, customization takes up a unique place as it is specifically designed for the customers.

The generic approach of mass production has now become outdated in such a way that the customers prefer custom-built products, from vehicles to bags, and more. The kind of customization that can only be enabled by artificial intelligence (AI) and machine learning algorithms. Vendors curate products and other services based on the existing customer data allowing easy selection.

• AI and Machine learning:

Marketers can utilize AI and machine learning algorithms to gain insights from such data and uplifts their sales. Involving customers in the design process enhances the retailers to learn their customers on a personal level. The integration of personalization tools into the content management processes allows the collection of valuable information on the users. Also, the growth of big data has provided several ways to present personalized products and services.

However, many barriers still deter various online retailers from integrating customization features into their marketing.

• Lack of Demographical Knowledge:

If a retailer wishes to deliver hyper-personalized products, the vendor must know about the demographics. And if customers are included in the design of their products, retailers should be able to exercise some options that the customers can control. Thorough market research is the only solution to the problem.

• Lack of Suitable Technology Platform:

Even though, designing is not easy; if implemented, it will provide a seamless experience. The online retailers should own their brand website, app, or other interfaces for enhanced communications with customers and to engage them at a personal level.

• Scalability:

Scalability is one of several reasons why mass-marketing and generic product developments are brought to basics. As designing 100 identical products for 100 different individuals, things get challenging. Fortunately, enhanced manufacturing tech is mitigating similar problems.