Feeling unique in a standardized world

At a time when marketing is increasingly personalized, consumers no longer want to be satisfied with standard products.

At a time when marketing is increasingly personalized, consumers no longer want to be satisfied with standard products.

Advertisers are working to ensure that billboards display personalized content based on data connected to the smartphone of the person walking past. Television will soon broadcast advertisements adapted according to the viewer’s consumption profile, determined according to the programs viewed.

The paradox is that despite marketing that tends towards ultra-personalization, mass-market products remain the norm. Coca-Cola allows you to write your own first name on the bottle, but the drink inside remains the same. Products are generally tailored to the country or continent, depending on the taste of the average consumer. Indeed, current production processes based on economies of scale where profitability is proportional to the number of units produced require very broad segmentations.

Some brands have identified the problem and are addressing the issue. For example, Nike allows you to personalize your Sneakers online with “Nike by You”. Most car manufacturers allow you to view and personalize your car online. Mass consumption is also getting in on the action, with L’Oréal’s announcement of a miniature device that creates a cream every morning adapted to your complexion that day.

According to a BCG study, brands that create a personalized experience using digital technologies and consumer data increase their turnover by 6 to 10%.

So why is it so difficult and inaccessible to personalize your home, even though it is the most expensive item most people will ever buy?

Several factors below should be considered.

The difficulty of transmitting information

Today, when the developer does not have a specific tool and the buyer wants to carry out modification work, there is no other choice than to ask him to express his wishes on a sheet of paper. and have them transcribed to the architect, who can then have them quoted by the builders after having verified that the modifications are indeed possible. It is the classic and long process which discourages promoters and encourages them to make standards.

Sales success without personalization

Promoters sometimes succeed in selling without personalization, when the address is good and the demand is very strong, for example. But not all programs have highly coveted addresses, and if sales are so rapid, we can assume that the price has not been optimized, and that the developer could have increased its margins. Others, often small, unscrupulous structures, promise buyers that it will be possible to carry out modification work and deny them this right once the property has been purchased. The impact on reputation is harmful but this does not concern these promoters who are not committed to the long term. Finally, some large structures announce from the start that the customization possibilities are reduced to the choice of certain coverings, but this forces them to sell less expensively, the value perceived by buyers being lower.

Technological barriers

There are very few initiatives to overcome the problem of communication by crossed out and scanned sheet, at the origin of the problem. For personalization to be without any additional cost, the information must be transmitted simply, the plans updated and the corresponding quotes drawn up and intended for the affected trades. This can only be done thanks to a complete digital tool, like the one we offer. With Visuary, you can offer personalization without it costing you time or creating errors to manage. On the contrary, you can increase your turnover and your attractiveness! In summary, in a context of constant or even decreasing demand, consumer expectations mean that the promoters who are able to meet them will be the ones who come out on top.

 
Sunday, Feb 9, 2020

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