Customization and personalization are drivers of growth for brands. As brands seek to connect with their retailers and their retailers’ customers (what I refer to as B2B2C), brands are going to want more and more customization and personalization and it will be driven by a elements outside the brand.
How can a brand most powerfully connect with consumers this week, this month in specific stores? I think of this as a “Country, State/Province, City, Neighborhood” strategy.
For example, this past Memorial Day Weekend, I was given a bottle of Deja Blue Purified Drinking Water at a retailer where I was shopping. My bottle had the official logo of the San Jose Earthquakes professional soccer team as well as the words, “Official Water of The San Jose Earthquakes.”
This special promotional labeling would only be valuable in the greater San Jose geographic area.
Retailers and brands are going to want to with laser precision attempt to enhance their relationships with their customers. This will drive growth for them as well as the co-packers that personalize different lots targeted at specific demographic groups. This new dimension of supply chain management will become more and more complex as the need for variety expands exponentially.
I know of only one company that enables this product customization and personalization opportunity: Nulogy.
[Note: Nulogy is a client.]
Thought for the week:
“People think I’m disciplined. It is not discipline. It is devotion. There is a great difference.” – Luciano Pavarotti