Custom products can differentiate a retailer significantly in several ways, enhancing the overall customer experience and setting the brand apart from competitors. Here are some ways custom products can contribute to differentiation, according to Lorne Kotzer of custom plush company, Soft Stuff Creations:
- Unique Offering: Custom products allow retailers to offer something unique and exclusive. This uniqueness can set a retailer apart in a crowded market.
- Brand Indentity: Custom products provide an opportunity for a retailer to establish and reinforce its brand identity. When customers see a product that is distinctly associated with a particular retailer, it helps build brand recognition and loyalty.
- Competitive Advantage: In markets where products are largely commoditized, custom offerings can serve as a competitive advantage. Customers may be willing to pay a premium for personalized or unique products, giving the retailer an edge over competitors.
- Increased Customer Engagement: Customization encourages customer engagement. The process of designing or choosing customized products can be enjoyable for customers, which contributes to higher satisfaction and loyalty.
- Market Niche: Introducing custom products can help a retailer carve out a niche market. Targeting a specific audience with unique offerings can designate the retailer as a go-to destination for customers seeking particular customized products.
- Flexibility and Adaptability: Custom products allow retailers to adapt to changing market trends quickly. They can test new designs or features based on customer feedback and adjust their offerings accordingly.
- Storytelling Opportunities: Custom products often come with interesting stories. Retailers can share the story behind the customization process, the inspiration for certain designs, or the craftsmanship involved. These stories can be powerful in connecting with customers on a deeper level.
- Brand Perception: Offering customization positions the brand as one that values individuality, customer input, and quality. This positive perception can attract new customers and retain existing ones.