A customized program turns your products into a canvas to design masterpieces exactly to their standards (but within your brand guidelines), investing their time and making it their own. In fact, Spectrum clients see an average 5X increase in time-on-site with users customizing products.
Spectrum Creator is the technology that supports these customization capabilities within our industry-leading 3D platform. Creator provides your users with a full suite of tools to work with, such as colors, text treatments, photo integrations and more. As users personalize their products, options are updated and displayed in real time, encouraging trial and deeper exploration.
Some of the more popular options available within Spectrum Creator include:
Photo upload and integration – providing users with the ability to upload and integrate any image they can legally use. AI-powered moderation tools through Spectrum Protect help brands moderate photo usage for our clients.
Text treatments – providing users with multiple fonts and pathing options, even monograms to personalize gifts further
Additional art – design options such as configurable patterns, templates, and graphic libraries
Recipe packs – allow for bulk orders with consistent custom product recipes where 1-2 options vary slightly (a roster of jerseys with consistent logo but different names, for example)
Color Options – letting users alter the colors of your product and accessories to create the exact combination they want.
Humans value what we spend time on, and the same principle applies with product customization. Spectrum clients routinely see much higher rates of conversion and profit margins on custom SKUs. Additionally, Spectrum Creator provides brands:
Higher rates of conversion and profit on custom SKUs
Sample designs to inspire further exploration
Adaptability with influencer or co-branded assets to nimbly align with marketing efforts
Seasonality by pairing stock SKU’s with time-sensitive/seasonal artwork
Incremental word-of-mouth and social sharing through personalization
Product customization inspires users to express themselves with their favorite brands and products. Spectrum Creator provides the palette by which brand fans can create the exact masterpiece for themselves or as a gift.
Product customization empowers your biggest fans to create their own unique masterpieces. Unfortunately that empowerment can come with potential risk since you are giving some of your brand control over to the consumer. Smart moderation tools and process provides a balance between the freedom your fans desire and adhering to brand and legal guidelines.
Spectrum Protect, our cutting-edge AI moderation tool, helps brands protect against copyright infringements, vulgarities and inappropriate content by:
Dictating the level of risk mitigation they are comfortable with
Modifying the process to include human moderation and fit within their team’s workflow (i.e. when/how to request for human review capabilities)
Defining the level of human involvement in the review process , reducing overhead associated with human moderation
Scaling up for localization as moderation can be implemented across multiple languages
Protection across media
With Spectrum, consumers personalize products by inputting their own text, images and even audio files delivered via QR code. Giving this level of creative license to your brand fans drives deeper loyalty, but requires moderation as users are free to input and upload anything. To protect brand integrity and expedite the process, Spectrum Protect defines differences between profane material vs. IP- brand issues, providing pass/fail results.
The following two flowcharts show where Spectrum Protect plays a role within a typical moderation process for user-uploaded image and text:
FOR TEXT MODERATION
Spectrum provides clients with a default deny list informed by over 10+ years of moderatioN
Clients can fully customize text deny list with terms specific to their competition, industry, etc.
Users can request review from the brand, providing administrators with the ability to reject or approve individual cases
FOR IMAGE MODERATION
AI can differentiate between inappropriate and copyright-protected content
Advanced optical character recognition (OCR) can identify text embedded in an image allowing for detection of profane text within an image
for audio moderation
Files are delivered via URL or QR code
Audio is scanned to ensure brand adherence – if not, users are prompted to re-record their message.
AI-powered brand protection against vulgarities and copyright-related material.
Product customization allows your biggest brand fans to personalize your products to best fit their personalities. Without stifling their creativity, it is still important to set guidelines to protect your brand long-term. Spectrum Protect and our AI moderation tools provide efficient and well-tested methods to save teams time and money while safely protecting your brand.
Users who customize products are your most loyal fans, generating valuable primary data as they invest their time on your site. Harnessed properly, this data provides brands great opportunities for remarketing and retargeting as custom orders are left in shopping carts. And once they’re ordered, custom products have administrative needs like any other products, to administer orders, track overall sales, monitor conversion rates, track revenue and much more.
Spectrum Intelligence is the technology that allows our clients to track and administer the customization activity on their site, unlocking the best benefits to product customization. When a user has finalized their design and shared, saved or put in a cart, this saved “recipe” becomes the basis for the two main capabilities Spectrum Intelligence provides: reporting and administration.
Custom SKUs convert at a much higher rate and with higher profit margins. Imagine monitoring custom product sales in real time, demonstrating the value of your product customization program. Spectrum Intelligence provides proprietary data insights with licensable advanced reporting that allows our clients to:
Refine and optimize the brand’s custom program based on real-time order data
Understand and guide long-term product trends based on custom product data (such as popular color combinations and option configurations)
Optimize remarketing and retargeting opportunities with custom recipes user have saved
Manage stock products and refine custom programs based on real-time order data to align with changing consumer needs
Evolve stock products to reflect popular customization options and trends
Evaluate customer profiles, experience paths, landing pages and KPIs to further optimize the experience
Product customization is the one type of personalization that truly deepens the relationship between consumers and brands, and the data generated provides a depth of insights into your products and loyal fans that you never knew possible.