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consumer trend: personalization

2017 August 30

younger consumers are demanding ever more personalized solutions

I’m an individual!  Younger consumers are demanding ever more personalized solutions

Brands that offer a blanket solution to our needs are losing traction with younger consumers who are growing up in a world offering them a host of personalized choice.  Technology that allows us to specify design finishes and add personal touches has crept into our lives and is gathering pace as demand rises and costs come down.  Many big brands are getting in on the act, e.g. Nike & Coca-Cola but there is a new breed of etailer that is gearing its whole philosophy towards a personalized consumer experience.  

HUM is essentially an on-line health & beauty retailer that believes beauty starts on the inside.  Its range of supplements are gluten and GMO free and are supported by an on-line community of nutritionists offering personalized advice to members.  In turn, members are encouraged to leave reviews and the community collaboration grows.

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image courtesy of hum

“By collecting a wealth of data about your food, drink and lifestyle choices, we are not only able to recommend the products that are right for you, but we are also able to develop supplements that are formulated around your lifestyle.“- HUM

>< opinion

Consumers don’t care about shopping ‘channels’, they care about the shopping experience and etailers are discovering an opportunity to engage and collaborate with consumers in a meaningful and personal way despite not physically interacting with them.  By being truly consumer-centric etailers can tap into deep levels of engagement and brand loyalty – especially if they manage to deliver some of the little human touches that make consumers feel special. 


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