Mass personalization.
2/12 2009
In the 1970’s Burger King introduced their “have it our way” slogan summing up its difference from rival McDonald’s. The slogan was abandoned soon after, only to be brought back in full effect in 2004. Andrew Keller, creative director in charge of the account at Crispin, said at the slogans re-launch “At a time when self-expression and mass customization are critical elements of culture, the line makes total sense.”
Keller was tapping into the rising culture of ‘ME’ which is so much more prolific with the rise of social media. Social media now sets the individual firmly in the center of their world, leveling the playing field and allowing their opinions to carry as much, if not more, influence than that of the traditional channels. You may see narcissism as a negative trait, but to the ME generation it as a means to an end. In a recent poll of American students the consensus was that “being self-promoting, narcissistic, overconfident, and attention-seeking is helpful for succeeding in a competitive world.”
This growing narcissism is leading to more and more brands allowing their customers to personalise their products. Since 2007customers to Nike have been able to create their own unique shoes online. With the Nike iD Website a customer can pick the shoe model, choose the color of almost every aspect and have a short message embroidered on the heel. This today, has developed into Nike placing “customisation” as an integral part of their webshop.
Mini Cooper allow their American customers to create their own personal mini online, with almost every part of the car being changeable. This of course, has been offered before from other manufactures, but mini goes one step further, with their custom paint shop. Here customers can use an extensive set of design tools or even go as far as uploading their own images to create a truly personalized mini.
HTC is successfully using personalisation in the fight against the mighty iphone. The Make It Mine, concept is “About feeling your HTC phone was created for and by you.” HTC are not only doing this through the customisation of Googles Andriod mobile operating system. They are also allowing their customers to design their own personal cover for their phones.
Finally a newly started Swedish company, Few are taking on the traditional watch industry, by combining logistics with e-commerce allowing their customers to create their own personal timepiece. Customers can choose to combine all details of the watch leading to, as they say “around 1 billion possible combinations – offering a unique possibility for you to wear a unique watch!”
These are just a few examples of how advancements in manufacturing, logistics and e-commerce, are enabling brands to cater to the demands of the ME generation. More and more customers are no longer satisfied with the premium product. They also expected it to be to personal.
Steinar Danielsen
Steinar Danielsen is the co-founder and Creative Director of Supernative, a digital communication agency based in Stockholm. He works with providing analysis, online strategies, creative concepts and digital identities, for a range of international brands.