It’s about options, and today’s shopper finds empowerment in the freedom of choice, with a hands-on connection to the experience. With this in mind, retailers are making way for customization, even at a micro scale. Technology is leading the way, as AI, and 3D modeling lend a hand in the process.
Out Of This World Customization
LEGO’s latest in-store experience lets guests envision themselves through a different lens. By implementing new technology, shoppers can now create 3D-printed, miniature versions of themselves. Taking customization, and adding a personal element to it, Lego has seen success activating users via this mini experience. The brand plans to scale this experience across their store fleet, making it accessible across the globe.
Customization For The Sole
Shoes are personal. Ecco’s innovation lab amplifies that sentiment with their Quant-U project. Aimed at helping the shopper find the perfect shoe for them, Ecco developed a customer journey that helps guests create a custom shoe based on their feet. This three-step process begins by digitally modeling the user’s feet with sensorial technology. The model highlights key pressure points, analyzes temperature / humidity, and then diagnoses the needs. Ecco then produces a new mid-sole in house, using state of the art 3D printing. Once installed, the user can walk away with a shoe that is truly one of a kind.
Digital Does The Work
Korean beauty start-up, Lululab, is using tech to curate convenience, and custom product assortments for individuals. Lululab’s AI experience is taking the selfie to a new level, by delivering a detailed facial analysis of each individual. From the analysis, guests receive recommended products, and pairings to help compliment their skin tone / type. The skincare report is transmitted via device, enabling the brand to be accessible on the go. Lululab piloted this concept in Dubai, at the Galeries Lafayette.
Personalization, customization, whatever it may be, the consumer is searching for a reason to care. Delivering experiences, through digital and physical, opens the door for guests to interact with the brand. Incorporating an element of personal investment only sweetens the experience, and ultimately satisfies both parties.
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