Wednesday, March 4, 2009

Getting Personal

More food marketers are offering personalized products via mass customization. Hershey invites customers to personalize a number of chocolate treats and gift baskets, as this Easter product shows; M&Ms can be personalized; and Jones Soda offers sodas with personalized labels.

The price tag for personalization is relatively low for a very memorable impact, as I found out when I ordered Jones Soda with a special label for a cousin's birthday. And I suspect that the profit margin is healthy enough to make personalization worthwhile for the marketers (not to mention the boost to brand liking and loyalty). Who will be the next food marketer to get personal?

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