The Power of Personalization with the Modern Consumer

    By Fiona Lee - Jul 26, 2019
    The Power of Personalization with the Modern Consumer

    Can you recall the last advertisement you saw? It is not surprising that this question draws a blank in most people’s minds, as we are exposed to at least 4,000 ads each day. We often struggle to name the brand advertised, let alone remember the message it tries to convey.

    So how can brands stand out from the other 3,999 ads?

    The era of one size fits all” approach is no longer relevant for experience-led Millennial and Gen Z consumers. It is no longer just about a brand or product. These consumers demand an online-to-offline experience from brands that is unique, personalized, true to their values and inspires them.

    In fact, more than half of them demand personalized products and are willing to reward brands that fulfill this need – a study by HP found that 70 percent of shoppers would pay at least 10 percent more for personalized goods. Hence, being able to communicate your message physically makes print equally, if not more important, in today’s marketing mix.

    Framework Informed by Insights

    To better understand this behavior, HP has identified six drivers of personalization and what brands can do to meet these needs:

    • Fingerprinting: Brands can leverage this insight by offering unique, collectible items to enable consumers to make a product theirs.
    • Flying Your Flag: Brands can offer personalized products according to heritage/codes by showcasing consumers’ hidden identities.
    • Letting It All Hang Out: Brands that celebrate individual consumer stories increase their connection with Millennials and Gen Zs bringing their passions to the surface.
    • Permission to Indulge: Brands can tap on this insight by allowing consumers to tailor their experience to their unique preferences and encourage them to give in to their dreams.
    • Bringing Bonds to Life: Brands can expand into gifting and e-commerce through customized products to help consumers visualize relationships in physical forms.
    • Mindful Materialism: Brands can build value and differentiate through purpose by enabling customers to find their voice with social and environmental issues, inspiring thoughtful consumption.

    (View the full infographic here)

    Surprise and Delight with Print

    1. Engaging consumers across the O2O journey

    Mondelēz’s Oreo Colourfilled campaign is a classic example of meeting consumers’ desire for ‘Fingerprinting’. Consumers went online to digitally color their chosen packaging design, order their own creation, and had it delivered to their doorstep or as gifts. The journey started online, to the customer receiving it, and back online as they shared their designs using #oreocolorfilled. The uniqueness of each product allowed Mondelēz to price it three to five times the price of mass-produced Oreos and achieve 140 percent sales increase.

    2. Customer insights help create an amazing brand experience

    AUSPACK applied the latest consumer engagement technology, augmented reality (AR), on magazine covers to promote their bicentennial showcase of innovative packaging trends and technology. An example of ‘Permission to Indulge’, AR brought the operations of a print production line to life, connecting readers with the brand and its event.

    3. Packaging as prime real estate for the brand message

    The Share a Coke campaign in India inspired consumers to celebrate relationships and is a great example of “Bringing Bonds to Life”. Special relationships such as Bae and Bro, each accompanied by descriptions such as Grandad (Old School. Yet Cool) and Mom (Above the rest. Simply the best) were printed on Coke labels. A total of 110 million labels comprising 3000 artworks were printed. The #ShareaCoke hashtag garnered 235,000 tweets and 998 million impressions, selling more than 730,000 bottles via its e-commerce store.

    Better Together

    The key to winning over the new generation of consumers is using digital print to enhance the brand experience. The possibilities of print to surprise and delight are endless – from AR/VR capabilities, creating millions of unique packaging to neon and glow-in-the-dark inks that can be applied to anything from a packet of gum to an oversized OOH activation.

    Print also has the unique ability to spark emotional resonance with the brand, inspiring purpose-driven consumption. To succeed in this experience age, brands need to combine the latest marketing innovations for print and digital with a strong human insight for a winning formula.

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