Color&Co, from L’Oréal, is using their data and technology to connect hair colorists to clients via video chat and create a personalized kit that contains everything they need for an at-home dye job.
image source: colorandco
Start with NAMES but don’t stop there!
Nutella used personalised labels to engage fans and encourage loyalty. In addition to buying for themselves many customers bought it for partners, parents or friends.
image source: nutella
You have an understanding of what your customers or target customers are and like. Create options for personalisation and customisation that speak to that. Printing someone’s name on a product has been demonstrated to increase sales and generate brand interest and recognition. From Share a Coke to Nutella, naming generates not just brand interest but is all about that magical marketing desire: to build relationships and brand loyalty. Receiving or having something with your name on it creates a particular bond or association. It is highly emotive and can be used to develop and sustain an affinity with a brand. Food and beverage companies have led the way but many other brands and industries are now starting to link their consumers and names to products.
Go further: Other popular ways to customise and personalise packaging is through seasonal themes, geographic locations, animals and sporting or special interest groups, but there are other ways to get more granular and specific. Highly differentiated customer market segments are being used more and more for niche approaches to speaking the language and benefits of particular market segments.
Who drives the design and messaging?
Firefly drinks brand unveiled a consumer campaign called ‘My Firefly’ to celebrate the relationship consumers have with the brand and drive deeper engagement. Consumers were be able to pose in front of a Firefly bottle-shaped photo booth with props and costumes and then buy their personalised bottle immediately.
image source: fireflydrinks
In choosing the designs or messaging you have 2 choices: you decide or the customer does. Customer driven designs can have the customer choosing from a range of names, images and layouts to dictate the final layout and messaging of the labels or packaging. The result is usually that the customer gets exactly what they want, but the company has less control over the aesthetics (or at least some control of how and who the message connects with). Companies and brands seem to be getting braver at allowing this to happen but it does require software to enable and streamline the process for ordering. Company driven personalisation and customisation requires the company to make these decisions and ‘target’ them with information and designs they think will resonate.
Tove Wear extends the physical unboxing even more through QR code hang tags that send folks to a digital destination to learn about their production process and the partners, Vermont works for Women, they support.
image source: tovedesign
If you want to test the market or do the printing yourself you can also print them yourself. Barcode or thermal printers enable you to print personalised and customised messaging on a range of labels and packaging in a highly affordable way. If you don’t have a thermal printer you can start with your regular toner based printer. There are pros and cons of each but when you start it is about being economical and ensuring it fits within your budget. The advantage of these printers is that you can do it in-house with the data you have collected with orders and provide a degree of personalisation and/or customisation simply by applying some common sense marketing ideas. Add colour and WOW with pre-printed labels or packaging. You can also design and have printed ‘base labels with colour and branding and then just add the personalised or customised bits of information when you are preparing and/or dispatching.
Personalised & Customised Labels & Packaging available NOW from LPS
This authentic Italian brand, Via Roma, shows their true customers, expression & emotion.
image source: viaromafoods
People are usually willing to pay more for personalisation. Why? Because it makes them feel good (or great). By buying what you need and when you need it you are able to control other costs and cash flow as well as varying the print and designs to ensure you stay current or adjust for campaigns as required. The use of digital print technology and software like the HP Indigo print platform and Smartstream Software solutions used by the QLM Group allow for easy, fast and timely adoption of names, static and dynamic barcodes and other variable data, including personal and emotive content like photos, images and other rooms. Imagine what you can create for specific audiences if you target them with designs broken down by interest, generation, geographies or other things. If you need help with design or marketing considerations be sure to discuss this with your dedicated sales team or contact our award winning marketing team to discuss how we can bring your labels alive.