Personalization: Creating Unique Experiences for Consumers
As we look ahead to 2023, one of the most important trends in CPG brand development is personalization. Consumers are increasingly seeking products and experiences that are tailored to their individual needs and preferences.
Brands that can deliver personalized offerings will have a competitive edge in the market.
Personalized products or bundles
Brands can allow consumers to tailor a product offering or design their own combination or bundle.
Snacklins, a healthier plant based snack brand, allowed customers to build their own customized snack bags by selecting preferred flavors and varieties through their website.
They saw a 38% uptick in sales and higher order frequency after launching their customized snack bag builder.
This type of product personalization increases loyalty and provides direct to consumer sites the ability to differentiate from traditional retail and marketplaces like Amazon.
Personalized Packaging and Messaging
In addition to personalized products or bundles, brands can also personalize packaging and messaging.
This can include using the consumer's name on packaging or tailoring marketing messages to specific segments of the target audience.
Personalized packaging and messaging create a sense of connection and make consumers feel valued.
Interactive and Immersive Experiences
Another way to provide personalized experiences is through interactive and immersive brand activations. Brands can create virtual reality or augmented reality experiences that allow consumers to engage with their products in a unique and memorable way.
These experiences not only entertain but also leave a lasting impression on consumers.
Loyalty Programs and Rewards
Loyalty programs and rewards are another effective way to personalize the consumer experience.
By offering exclusive discounts, personalized offers, and rewards based on individual purchase history, brands can incentivize repeat purchases and foster a sense of loyalty among consumers.
Customized product recommendations
One way to personalize the consumer experience is by offering customized product recommendations.
The functional beverage has customers take a "vibe check" quiz to determine their desired benefits. They recommend specific drinks based on the results. Over 50% of their web traffic comes from returning customers who have taken their "vibe check" quiz. They also noted high redemption rates for personalized coupon codes.
By leveraging data analytics, artificial intelligence or asking insightful questions, brands can analyze consumer behavior and preferences to suggest products that align with their individual tastes and needs.