Let’s skip the small talk and get right to the good stuff. No one wants something that is just okay. People don’t want to buy cookie-cutter things anymore, if they can help it. What about brands like custom disposable plastic cups? They are doing great because they know how to personalize things. Seriously, it’s like they can read your mind.
Take Glossier. They don’t just have an audience; they develop communities. People that follow you feel like they’re part of a hidden group. There are a lot of pictures of customers on their social media feeds, not commercials. What is the secret sauce? They respond to comments. They make DMs become real conversations. They tell stories about their fans. What happened? Instead of a billboard, a handshake.
Stitch Fix is a whole other thing. Their whole game is based on small quizzes and AI guesses. Choose styles, sizes, and strange likes and dislikes like “never send me orange.” They add a “human touch” by having stylists in-house comment on your order. You get a note with ideas, like a close friend went through your closet. That is a long way from retail stores.
Don’t forget about BarkBox. You should get a box if you’ve never had a happy dog meet you when it arrives. They recall the things that make your dog unique. Do you have allergies? No chicken snacks. Chews a lot? Toys that are stronger. The best part is that their emails sound like they were written by your dog. “Dear Human, please give me food. Fluffy, I love you. Who can say no to that?
Do you see something? These brands gather information. Not in a creepy, “Big Brother” manner. They just know things like birthdays, favorite colors, and what annoys them. They don’t use it much, but when they do, it’s right on. A one-sentence birthday wish in your inbox is better than a 20% off coupon that comes every Monday.
If you blend in, you’ll be in danger; if you dare to stand out, people will sing your name. Personalization is remembering past clients and knowing who they are when they come back. Like that person who goes to a coffee shop every day and gets their drink before they get to the counter. You need that vitality.
Start small, but be smart. Write notes by hand. Don’t include vague references from earlier orders. Give a compliment for a well-written review. Make customers smile so much that their cheeks hurt.
The most important thing is not to wait for perfection. It’s not about sophisticated gadgets or secret family recipes when it comes to personalization. It’s about being aware, doing something about what you see, and treating consumers like individuals, not invoices.
Do you feel brave? Get a trick or two from these up-and-coming stars. Try new things. Give your fans a surprise. Watch your brand’s following grow and never look back.