Gary Peeling, CEO of online, digital print company Where The Trade Buys, is championing personalisation as a way of growing business.
He said his company - which allows customers to add a brand or logo to a number of products to bespoke items - has noticed a surge of interest in companies taking advantage of this ability, ahead of the festive season.
He pointed to a recent report by Deloitte, which in its Consumer Review said that “delivering personalised products and experiences can provide benefits for both the business and the consumer.” And it warns that “in the future businesses that do not incorporate an element of personalisation into their offering risk losing revenue and customer loyalty.”
The report goes on: “Offering mass personalisation gives businesses the opportunity to demonstrate the value customers get from their personal data being used. At the same time businesses gain insight into consumer behaviour. It also allows businesses to simply their product and service range which means lower marketing and production costs while creating more predictable demand.”
Peeling said: “We built Where The Trade Buys so that customers could have easy access to product personalisation in a really simple to use format. Over the last few months this has become more important than ever. For companies, being able to create their own branded products is a vital way to connect with clients.
“At the same time, with Christmas now almost upon us, sending out branded items - to customers or to staff who may have been working virtually for most of the year - is an easy to use solution with potentially huge benefits.
“It’s also way that our customers who use this service can help maximise their sales by highlighting these options to their end-users.”