Adding value through personalisation is not a new revelation, but it is becoming almost mandatory for every cool new flagship to weave an element of customisation into the offer — whether that’s initial engraving on jewellery, a unique embroidered print or pattern on a piece of clothing, or pick your own hamper foods. The possibilities are vast and shoppers can’t seem to get enough of it.
Personalisation offers shoppers a unique connection to their purchase, an experiential element to their shopping trip and, fortuitously for retailers, an opportunity to share it all on social media.
So, which retailers are making customisation their own? And what can you learn from it? Here’s our pick of the best in-store personalisation on offer today.
Dyson
Dyson’s demo store and beauty lab at Bluewater, Kent, is one of seven of its units offering personalised demonstrations for shoppers eyeing a new Dyson product.
Customers can test out which of six hair tech products suit their hair type best, alongside advice from staff. Once the decision is made, Dyson goes the extra mile by offering up to three initials “debossed in your choice of foil colour” to complete the purchase.
Nike
Nike led the way with regards to personalisation following the debut of its Rise store concept in London last year.
The store features an Inside Track table, allowing shoppers to get a range of information on their trainer of choice. The personalisation element comes into play when shoppers scan the Nike app on their phone and receive advice on how well suited each product is to them based on their exercise habits and previous purchases from the retailer.
This service certainly helps boost customer confidence in buying and is likely to reduce returns as purchases are tailored to their preferences.
The Nike by You personalisation station offers bespoke embroidery on T-shirts and a repair service.
Uniqlo
Uniqlo brought its Re.Uniqlo repair studio to its new Covent Garden store, focusing on the upcycling of products as well as the personalisation of both new and old items.
The personalisation aspect incorporates the traditional Japanese stitching technique sashiko, in which patterns can be embroidered on to Uniqlo pieces to differentiate them in a “functional and decorative way”. And through its in-store UTme! bespoke T-shirt service, customers can create a one-of-a-kind T-shirt using Uniqlo’s library of images and text.
@fashionbyally matching custom embroidery & coffee date in Tokyo 🇯🇵 @uniqlo_jp 🐈 get my Japan guide for exclusive tips + map in my bio For only 700 yen, you can get custom embroidery added to any item of choice from Uniqlo in Tokyo. The staff member who helped us did not speak English but she had a handy live translator. Note: the moon bag gets a little squished and they don’t help you align the tshirt embroidery. It makes such a cute gift to bring home! #tokyo #japan #uniqlo #customization #embroidery #travelvlogger #dateideas #hiddengems #tshirt #diy ♬ original sound - Ally Chen • San Francisco
There are now thousands of social media videos of shoppers sharing their personalised buys, catapulting its already viral cross-body bag into new realms of popularity. The UTme! service also allows Uniqlo to appeal to a wider demographic through its collaborations with the likes of Disney, Snoopy and London Underground, which are available as part of its T-shirt personalisation service.
Uniqlo recently revealed plans to roll out its Re.Uniqlo service to every store as an “integral part” of its value offer moving forward. Is it a stretch to believe that customers can become emotionally attached to a T-shirt? Uniqlo says it is what sets it apart from the competition.
Pandora
Pandora’s newest opening on Oxford Street marks its third territory in London’s West End. Not only is this a new concept store and its biggest one in the region to date, but for the first time Pandora has introduced in-store engraving into the mix.
With a whole collection dedicated to engraving options, customers can have their jewellery personalised in “a matter of minutes” with their choice of words, fonts and symbols.
Pandora marketing director Sarah Chenery says that the importance of personalisation for the jewellery retailer has always been there through its charm offering, but engraving takes it to another level.
“Everyone might have the same charm but the inscription will be different, which makes it so cherished,” she says. “We are a really core gifting brand so being able to do that adds an extra layer.”
With an increasing number of locations offering the engraving and plans to expand its opportunities for personalisation in future collections, Pandora has nailed offering a personal touch that is quick and easy to achieve.
The retails says the service is helping Pandora to be recognised as a ”full jewellery house” rather than just a charm bracelet retailer, and heightens its chances of being a first choice for gifts and more personal purchases.
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