Track 4 - Customer-First Extreme Personalization: AI & Machine Learning

Going Custom: The Opportunities and the Obstacles

Tuesday October 10th • 10:45 am - 11:45 am
Declining in-store retail sales, Amazon and other market factors have left brands looking for new direct-to-consumer revenue streams. Custom products provide brands an opportunity to offer consumers a unique product that is not available through retail channels, at a higher price and margin, and with lower returns. Nearly 30 percent of consumers age 16-30 are attracted to personalized goods and services and will pay a premium for them. According to Forrester Research, buyers who customize products online visit websites 67 percent more often, spend 15 percent longer on sites, buy 22 percent more frequently, and pay 25-40 percent more for products.  The custom opportunity is there. But does it make sense for your brand? And what are the marketing and data opportunities associated with moving your business down a custom path? In this session, attendees will hear from leading brands in the custom product space and learn:
  • How to determine the level of personalization and customization to offer customers
  • Internal decisions required to ensure the best possible customer experience
  • Real-world business results around custom product rollouts
Who should attend? Retailers, brand marketers, brand merchandisers, e-commerce specialists and partners responsible for personalization and optimization of the customer journey.