Utilizing personalization as a marketing strategy to sell in the USA

The advantage of allowing customers to personalize their products

In America, the successful brands of the future will be those capable of identifying customer needs and responding to them with tailored solutions

Increasingly, customers expect brands to offer products and services created specifically for them. Especially in the United States, consumers are seeking a meaningful connection with the companies they purchase from and want to feel special, even if it means paying more for the privilege. In short, in the future, businesses in the USA will need to incorporate elements of personalization or customization into their offerings if they want to grow revenues and build customer loyalty among Americans.

Providing personalized products and experiences offers advantages to both the company and the consumer. For the company, personalization provides the opportunity to gain deeper insights into consumer behavior, as well as loyalty and increased revenue. For the consumer, personalization or customization satisfies the desire for self-expression (which grows over time) and makes it more acceptable to provide personal data to companies.

Let's summarize the benefits of personalizing products to sell in the USA:

• Statistically, companies that offer quick and tailored solutions to customers sell more;
• Consumers are willing to pay an extra 20% for personalized products or services;
• 22% of consumers willingly share their data to receive a personalized product or service;
• Good personalization can repay marketing expenses by 5 to 8 times;
• Product customization services increase revenues by at least 10%.

The various types of personalization to successfully sell in the American market

Emerging businesses in the USA are betting on personalized shopping experiences and the customization of products and services

American consumers have high expectations of brands, and many want the products or services they purchase to be customizable. However, the definition of "personalization" continues to evolve. For a time, personalization meant exclusivity: personalized products were considered status symbols and a way to make consumers feel special and stand out from the crowd. Then, technological developments made the personalization of communications, products, and services more accessible and affordable. Today, consumers can put their signature on a product, create a new chip flavor, or become an integral part of marketing campaigns through User Generated Content. According to Deloitte, there are three degrees of personalization that brands in America can implement:

1. Personalization: Producing in series while modifying some elements to meet consumer preferences. The consumer does nothing beyond allowing the use of their personal data. Example: Amazon's personalized recommendations based on previous purchases.
2. Customization: The merchandise is still mass-produced with the possibility of partially personalizing the product or service. Examples: Moleskine notebooks with the owner's initials and certain models of Nike shoes.
3. Made-to-Measure Production: The consumer is involved in the creation process, providing specific measurements or preferences to create a unique product tailored to them. Examples: tailored suits or custom furniture.

Developing the ability to offer relevance is critical for future success in the U.S. market

One out of two consumers in the United States is interested in personalizing the products they purchase

The challenge for companies operating in America is to convert this interest in personalization into a valuable resource. At some point, no American consumer is willing to read brand communications for free. On the contrary, offering the proper content to the proper consumer at the right time increases the likelihood of a positive response and repeat engagement. A well-executed basic personalization strategy can boost a company’s revenue in the U.S. by more than 10%.

Launching a customization service for the American market

In addition to the investment required to launch a personalization service in the U.S. market, companies must learn to leverage data to understand their target consumers’ needs and adapt their offerings. There are numerous services available to provide insights into consumer purchasing behavior. These include Customer Relationship Management (CRM) systems and data collected through website cookies. However, to effectively utilize consumer data, it is essential to gain their trust. Transparency is key: reassuring customers and guaranteeing that their data will be used responsibly can enable companies to reap the benefits that personalization offers.

In conclusion, the sale of personalized products in the United States is poised to grow exponentially. Most importantly, personalization can significantly help companies in their growth phases: those who can leverage customization services to their advantage will gain deep insights into American consumers, their purchasing behaviors, and anticipate their needs, even predicting future trends in the U.S. market.