Beyond the standard: a customized product is an added value

In the last few years, customer care and attention have been placed at the center of the marketing and communication strategies of so many companies. The concepts of user experience and mass customization, theorized in the last century, have begun to find full application.

The result is that today, aided by the advent of advanced technologies, the shopping experience is increasingly personalized and customizable. Consumers can attribute the characteristics they desire to a product, going so far as to build truly individualized, and therefore exclusive, relationships with the brand. After all, having a customized product in one's hands, based on one's tastes and needs, is a source of excitement.

Managing complexity

For a company, aiming for the active participation of people means, on one hand, stimulating their engagement and loyalty, and on the other, it represents an extra element of complexity to manage. Creating a customized product, in fact, involves assessing whether it is beneficial to the company in terms of:

1. feasibility;
2. timing;
3. sustainability.

All this comes first and foremost through internal discussions with the various divisions, starting with the sales and technical departments. The ground, in short, must be prepared well. Perhaps making use of integrated digital collaboration platforms that help manage various steps in the process, so that the customer experience does not fail.

Customized product and markets

Even in a B2B relationship, the concept of product customization is as central as ever. Nowadays, the manufacturer is called upon to complement the "standard" offering with one that meets the innovation required by partner companies that want to differentiate themselves and remain competitive in a fluctuating market. This is also certified by Deloitte’s Global Marketing Trends Report 20231. Among the trends that will characterize the marketing of the future in the era of customer centricity there is the ability to offer experiences that, by combining physical and digital, increase personalization, innovation and connection with the customer.

This is a need that we, at Anicrin, understand. Thus, in addition to having a wide range of plastic devices for laboratory investigations in our catalog, we develop custom designs and customize marking and packaging. The customer is already placed in a privileged position in the preliminary stages. After all, if their satisfaction is sought, they must be at the center of the production cycle. We listen attentively to the customer’s needs and work together to translate them into a complete and top-quality customized product.

Discover more about the Anicrin catalog and product customization opportunities

The Smart Product Revolution

In the era of Industry 4.0, putting the supplier and the end customer in real-time communication is no longer science fiction.

So-called Smart Products are a clear example of this. They are intelligent objects that, by leveraging IoT (Internet of Things) technologies and Big Data Analytics, provide insight into how the product is used, how its performance can be optimized and how it adapts to the environment. In fact, Smart Products are useful for:

• improving the efficiency of products and services;
• performing predictive maintenance activities;
• ensuring good quality control.

Physicality, intelligence, connectivity, computerization: these characteristics make a Smart Product a customized product, but also shape a new paradigm for innovative business models.

NOTES:?

1 Global Marketing Trends Report 2023, Deloitte