These brands are the perfect embodiment of personalized gifting. They decided to take their customer experience to the next level by allowing shoppers to create the version of their product that most resonates with them.
For special days, such as Christmas, Mother’s or Father’s Day, and Valentine’s Day, personalized gifting can be the differentiating factor for companies needing to stand out. In fact, 4 out of 5 Americans would give a personalized gift to family members during the holidays. So customers also want it.
Some companies are already successfully doing it. We bring you the top 5 brands nailing personalized gifting during this festive season.
Ralph Lauren
The legendary brand provides personalization in a variety of products. From polos to perfumes, Ralph Lauren understands that luxury also comes from having something custom created for shoppers.
In polos, customers can select the style, size, logos and monograms, flags, and even the embroidery. This is perfect for shoppers who want to select something that fits their requirements but it’s also a great way of coming up with the ideal personalized gift.
Customers are less likely to return something that resonates with them on a deeper level and has an emotional charge. By creating something unique for themselves or their loved ones, shoppers will be empowered in their buying journey.
Personalized gifting is not only a great way to create buzz but is also incredibly engaging and Ralph Lauren is doing it perfectly.
L’Oréal – Vikor&Rolf
L’Oréal decided very early on that they wanted to provide personalized gifting. They have been at the forefront of cosmetic care and they know their customers are looking for something that is as unique as they are.
The personalization they provide is transversal to many products and partner brands such as Viktor & Rolf. The design duo has a number of fragrances that are highly personalizable.
Flowerbomb is the perfect example. Besides being able to choose the size of the bottle, customers can select the type of bottle they want, and the accessories they want to complement the native design. Besides, shoppers can even engrave a message for a loved one onto the bottle.
L’Oréal uses a 3D configurator to achieve the best possible customer experience. The customer can play with the product, see it in 3D from 360 degrees and even zoom in and out on the details.
The customizations have an associated cost that is seen as the shoppers choose certain features. After payment, a Bill of Materials is created with all the item specifications and sent to production, so the chance of manufacturing a defective product is quite low. All this is made possible using Expivi’s CPQ (configure, price, quote) software.
Brand, customer, and production are connected through an integrated ERP system, which is why since integrating the configurator, L’Oréal has experienced 0% return rates. All parties are in sync with each other.
Nike
Nike has been leading the charge in the fashion and sporting goods industry for years. They are always one step ahead of the competition and that is why they provide personalization in some of their items.
Sustainability is important for the brand and it’s something that they keep on focusing on every year. They have a zero carbon and zero waste target and every step they take is towards that. Personalization is an important part of that journey.
To create something personalized means that the product is conceived from scratch, this means that production only takes place when an order occurs. As a result, there is less need to have thousands upon thousands of stock products decaying in some warehouse. It also means that the product will resonate with the person that created it on a deeper level, after all, it was created considering their requirements.
When providing personalization, companies have to really focus on the best possible visualization tool. A 3D configurator is the ultimate visualziation tool. When buying online, it’s difficult to make a purchase decision, this becomes even trickier when personalizing something. Shoppers need to see what they are creating as if they were touching it.
Nike has been on the avant guard of sports for a while now, and through personalized gifting, they will continue to succeed and reach their zero-carbon target.
Le Olive
Le Olive, a sleep and loungewear company also embodies personalized gifting in a great way. Most of their products are personalizable and customers can actually choose what to embroider on the items.
The brand is all about personalization. It was born from it. From robes to pajamas, from hats to towels, they decided to make every product personalizable. As a result, their return rates are around 2%, a great number compared with the eCommerce average of 30%.
Le Olive decided to work with Expivi to bring their vision to life with a 3D configurator where shoppers can view the engraved products as they would in real life.
Visualization is key when it comes to personalization. Shoppers want to see what they are creating, to only have an idea of what the product looks like will result in returns and unhappy customers. Using a 3D configurator, what you see is what you get, and that is essential when it comes to personalized gifting.
Rituals
Rituals knows all there is to know about what makes the perfect gift. Founded on the celebration of different cultures and showing their consumers the beauty of the world, they are aware that every customer is unique.
Founded in 2000, the dutch brand was the first in the world to combine luxury Home and Body cosmetics.
Their products have a high-end flair that is elevated through personalization. Chosen by many as the to go to brand for gifts, Rituals are aware of these stats:
- 34% of men and 19% of women plan to buy a personalized gift for Mother’s Day;
- 27% of men and 18% of women plan on buying personalized gifts for Valentine’s Day.
That is why they integrated a “customize” section into their website. Shoppers can now personalize diffusers, candles, and even shampoos/conditioners. Rituals is indeed one of the brands leading in personalized gifting.
Did you like this article on personalized gifting? Then read our latest article on eCommerce trends for 2023!