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Examining the design-it-yourself revolution

Enabling self-expression leads to a deeper and more intimate connection with brands, which is the basis for emotional branding.

October 18, 2016

By David Akka

Personalization has impacted every type of consumer product—from cars to diamond rings. 

Enabling self-expression, leads to a deeper and more intimate connection with brands, which is the basis for emotional branding. No matter how entertaining ads can be, they are extraordinarily less powerful and engaging than giving customers the ability to co-create the things they buy.

Design-it-yourself for millennials

With $200 billion in spending power, the millennial market segment is the Holy Grail for brands. However, this group is difficult to profile, as they're not a one-size- fits-all generation. Due to the proliferation of social media, and the ability to share and "like," styles and trends change more rapidly than ever before.   

In addition, price has the greatest influence on millennials' purchase decisions above all other factors, including quality, brand, store and availability. Nearly 72 percent of millennials research and shop online before going to the store since they can instantly price compare and save on almost anything they buy. 

One way to build lasting customer loyalty is to enable shoppers to customize their products. Big brands have already incorporated personalization as part of their marketing strategy; Ran Ban enables customers to choose the color of their frames and lenses, shoppers can select from different patterns for Converse sneakers, Coca Cola invites customers to display their name proudly in the center of the famous red and white logo.

However, in all these examples, shoppers actually have a limited number of options to personalize their products. Now with the advent of 3D printing and flexible manufacturing shoppers have more choices.  

Providing the ultimate personalization

Online digital manufacturing has opened up the possibilities of consumers being active members in the design process. The entire value chain from design, manufacturing to product delivery has been individualized providing consumers with the ultimate personalization by being able to create unique products. As a result, sellers of everything from dress shirts to handbags and even consumer packaged goods are now discovering the value of letting customers co-design.

For example, Lowe's enables homeowners to create personalized vases, initialized hooks for hanging children’s clothes, and cabinet knobs from 10 different materials. Consumers can design their own Fabia car, even have their name printed on the chassis, and then pick up a 3D-printed version when they arrive to test drive. Normal lets customers take a picture of their ear to create custom ear buds. If you are looking to purchase an engagement ring, Blue Nile will let you select from over 100,000 diamonds based on color, clarity, and carats, and design your own setting.

Customers engage more with brands by co-designing, and companies are also gaining important insights. By monitoring their customers' choices, products designs can be continuously fine-tuned to keep pace with current fashions.  As a result, brands can also keep a step ahead of the competition.   

Now with online design, and easy to use software, co-creation can let each consumers unleash their creativity to develop one-of-a-kind unique products. The brands that get on board first may be the ones that can keep pace with fast changing tastes of the always-on digital consumer, while providing a differentiator that will result in lasting brand loyalty.

David Akka is CEO of Digital Forming.