Personalising products and co-creation
Dec 31, 2009 by Chloe Rollinson
Brand thinking
Young people, aged 16-25, have always shown a desire to stand out from the crowd whilst not straying too far from the tribes that they are part of. Defined largely by the places they go, the clothes they wear and the music they listen to, individuals within the youth demographic welcome the opportunity to make an impression with the newest, freshest, quirkiest product on the market. The youth consumers desire for self-expression within all elements of their life is a challenge laid at the door of brands and one which some have chosen to answer.
In June 08, Nike launched PHOTOID, a mobile initiative that allows the consumer to take a photo of something on their mobile phone, text it to Nike and have a shot of a customised shoe returned to them, based on two colours from their photo. The shoe is superimposed over the image the consumer sends, showing how the photo and footwear mesh and they can then go on to purchase via the website and share their design with friends. Taking inspiration from their local environment or a place further afield that they have visited allows the individual to create something unique and of relevance to them whilst trading on the social currency of the Nike brand.
It is the various personal motivations and benefits associated with customisation opportunities that provide this model with the potential to grow and develop into multiple product sectors. As an extension of product customisation, some brands have taken it a step further to co-creation, where the consumer ultimately comes up with the product for them. The value of having the ability to harness customer insights and connect directly with their beliefs, desires and needs by handing some of the control over to them cannot be underestimated.
From designing your own Lego model via Lego Factory to having the chance to see your crisp recipe on the supermarket shelves with Walker’s competition “Do us a flavour”, the widest scope of brands are inviting their consumers to get involved in the future of their product range.
