Since we first launched our product customizer, we’ve always provided a form of administrative tools to our clients. The first phase of our tool focused on text moderation and reporting. In the second phase, our focus turned to helping clients optimize their customer workflow, particularly around frequently-changing customization options. Now, as our global client base has grown and our customization platform has evolved, we’ve uncovered even more opportunities for functionality within our admin tool. After an extensive UX prototyping phase with considerable client testing and feedback, we are now launching the next evolution of our administrative tools, focused in the following areas:
User and order management
Ability to provide varying levels of member access levels + user management
Navigation elements configured per client based on the features of their customization program and product licensing
Admins have the ability to impersonate other users on their team, allowing them to more easily answer questions and troubleshoot issues for others.
Order management and search functionality of order data, including date, PO, export functionality for further customer support by CSR’s and at the factory level. Note – does not allow for changing the status of an order.
Product management – manage components real-time to ensure consumers are only making selections that are available at the factory
Live/Not live toggle for components – allowing the ability to toggle off and on specific components so clients can be confident the platform is only showing products available to be ordered
Flexible thumbnail management allows client to use RGB HEX values (perfect for flat colors) or images (to better showcase more detailed materials, such as metallics)
Manage personalization elements, including stock art, prints and patterns (add, categorize, re-order selection)
Fonts management including availability and order of fonts for text-based personalization of products
Developed a guide for defining text moderation expectations within the admin tool including character replacement and deny list case sensitivity. Also added ways to update the deny list, including bulk import capability.
Automated moderation of text and images is also available using industry-leading artificial intelligence (AI) services, which helps to protect brand image without requiring a team of moderators.
Improved functionality to allow clients to define specific images that should bypass image moderation. This was a frequent request among clients using our AI service, so we added the functionality.
For clients that have human review as part of their content moderation, we’ve added the ability for clients to moderate images or questionable content uploaded by users.
Ability to refine your custom program based on real-time order data
Create trends out of custom products are being ordered (which colors are most popular, what fonts are being used the most)
Provide daily order summaries – streamlines analysis of custom order information
Please reach out if you’d like to learn more about our admin tools or any aspects of the Spectrum 3D customization platform.
Maintaining an e-commerce site means constantly evaluating and implementing third-party software to maximize your users’ experience and site performance. More third-party integrations mean more potential complications, workarounds, and ultimately, disruptions to your e-commerce process. Conversely, when consumers have a smooth shopping experience, without experiencing weird frames or 3rd party URLs, it solidifies the brand in the consumer’s mind, building credibility. In fact, Forrester quantified that good UX can raise ecomm ROI by 200% and excellent UX can raise ROI by over 400%.
We recognize the importance of a consistent user experience, so when introducing brands to product customization, we begin with an integrated approach, considering both design and user experience to create an innovative touch point that only your brand can offer. Spectrum was born on a fundamental foundation to be designed around a brand’s DNA, delivering a unique and consistent branded experience. This flexibility in UX and design doesn’t mean it will be code-heavy, however. We place a premium on optimizing for asset sizes, SEO terms and load times.
Spectrum’s platform is designed around your brand’s DNA
The Spectrum platform minimizes the need for additional resources for initial integration. With over 10 years of experience and usability analytics tracked across millions of product configurations, we are the leading experts supporting a wide variety of UX services for our clients. Our UX team guides clients who are new to product customization, helping them decide what (and how many) features would be best to personalize. We support and supplement a brand’s internal design teams with UI best practices, usability feedback and recommendations. Your in-house design team won’t need any expertise to match look and feel, as it’s easily done through the Spectrum platform.
If you are considering offering product customization internationally, we have an easy process for localization. Spectrum’s platform provides clients the easy ability to provide a consistent brand experience across all languages and markets your company operates in.
UX continuity creates a consistent experience for your customer, ultimately reducing bounce rates by 50% and product detail page abandonment rates. Our UX team will work with you to provide the most seamless product customization experience for your users.
Spectrum’s portfolio of leading consumer brands, provides a unique perspective into ecommerce and personalization trends, showing engagement trends between a brand’s top products and its most dedicated fanbase. The insights we’re able to derive demonstrate why product customization can successfully drive ROI.
But beyond its financial impact, product customization provides substantial benefits that can multiply a brand’s investment:
More dynamic marketing opportunities that speak directly to your top brand fanatics
Additional inventory control and optimization opportunities
Opportunity to align your brand with culture in an extremely unique and engaging way
The previous post demonstrated how and why customized products will be increasingly featured in marketing initiatives outside of ecommerce. This post will give examples of unique inventory control opportunities that customized products provide. The final post in our series will provide examples of how brands that provide product customization can tap into culture like never before.
Of course, adding product customization brings additional revenue streams to an organization as well as the potential to reach new audiences, globally. But product customization platforms also afford unique opportunities to scale and manage inventories in ways you may have never considered:
As supply chain disruption becomes more of a norm and products are limited, brands can increase their margin by offering stock SKUs within a custom program where MSRP is never discounted and consumers pay a premium for the embellishment
Sales of slower-selling SKUs can be encouraged by adding unique customization options, such as color ways and designs updated to address temporary inventory challenges.
Products with similar customization options can provide unique bundling options, encouraging additional product purchases and trial, while also increasing overall cart AOV.
Brands should consider cross-selling opportunities that include exclusive benefits for the most loyal fans.
Customization offers unique opportunities to bundle products together, upselling to your fans and further strengthening brand loyalty.
SCALING UP INTERNATIONALLY
If you’re an international brand, your loyalists are not limited to the continental United States. Brands offering product customization should consider opportunities to scale internationally where distribution and production will allow. Spectrum’s customization platform is built to scale quickly with 135 global CDNs in over 60 countries and over 45 factory partners, helping brands capture international revenue.
If you’re not yet global but seeking to increase reach into new markets, Spectrum can work with your team to set up additional countries, providing custom products to new audiences and exponentially increasing your brand’s reach.
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Spectrum can provide a wide variety of international production partners to help scale your customization business.
Product customizers are generally regarded as a net new revenue stream, fairly autonomous from the rest of a normal inventory management strategy. However, through the use of a product customization platform, brands have the opportunity to manage inventory levels in unique and real-time ways, spurring incremental sales with loyal fans and scaling up to their international presence.