Hyperpersonalized Products Purchased with a Click

From Chroma Graphics: http://www.chroma-graphics.com/items.aspx?catID=6

Last week's Economist looked at the ongoing trend of consumers using window decals to personalize their cars, vans, and trucks. Above, one of the many decal kits made by Chroma Graphics, featured in the article titled Family portraits on wheels: Windscreens are the new Facebook. Below, a decal from Family Stickers, which will customize each order to the buyer's unique specifications.
 

From Family Stickers: http://www.familystickers.com

Mass customization is nothing new, but today's hyperpersonalization trend reflects both consumers' need for individuality and the widespread availability of personalized products purchased with a click. These are not your father's car decals ("Go Yankees! Honor student on board. My other car is a Jag.").

Today's decals reflect social and cultural trends as well as both affective and cognitive associations. Just like people tweet, blog, Instagram, and use other social media, they also communicate their thoughts and feelings and beliefs via decals and other hyperpersonalized products for attire, vehicles, homes, etc.

Of course, 3D printing is ushering in a new era of hyperpersonalization for an increasingly wider range of products. In March, Oreo used 3D printing to personalize cookies via Twitter for SXSW goers. Read more about hyperpersonalization and 3D printing here on the Interbrand site.

Mars Direct Says Thank You

I ordered custom-printed M&Ms and the package came pronto, along with this nice note of thanks (note personalized M&M with photo of the customer care manager). The reverse side has signatures of the employees who work there. Everything worked exactly as it should in this mass customization strategy--I ordered online from My M&Ms and two days later, the M&Ms were at my door, safe and sound in special packaging to resist the summer heat. Now that's customer care!

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?