Learn about our diversity, equity, and inclusion efforts here.

OPTIMIZING THE CUSTOM USER EXPERIENCE

Spectrum’s primary goal is to be the best white-label solution for our clients. A brand’s e-comm site (and user experience) is a critically important touch point, so we work to ensure user’s full confidence by providing a seamless site experience. Extensive testing and ongoing optimizations with our clients has resulted in best-in-class customization interfaces that ensure users never realize a third party is involved.

HOW WE DO IT

Within our Spectrum Connect capabilities, formal user-testing is a key component in our process, providing innumerable short and long-term advantages. Testing parameters vary from client to client, but generally our user testing includes:

  • Remote unmoderated user-testing
  • Annual testing for existing clients, more frequently for newer programs 
  • Recruitment for a minimum of 20 participants, with the following criteria:
    • Age demographic that matches brand’s consumer profile
    • Split between mobile and desktop users
    • Have purchased specific product in last year
  • Session times vary specific to the need (average is a 15-min session)
An example of the user-testing process and software used by Spectrum

AREAS WE FOCUS ON

With new clients, our user experience team works collaboratively with their e-comm teams to set up the initial customization program. The end goal is to optimize the experience throughout each step in the user journey, with particular attention to:

  • Overall quality and comfort of user navigation 
  • How users interact with 3D models
  • Users’ ability to quickly understand customizable parts of the product 
  • Navigation preferences and expectations when users have finished their customized product (or “recipe”) 
  • “Add to Bag” process
  • Observations for areas of hesitation, confusion or generally difficult interactions
  • Overall value proposition for the user in customizing a product

For existing clients, user experience testing is a standard part of our annual QBRs, where we evaluate the previous 12 months of data and develop optimization recommendations. Our experience has shown custom product programs work best with constant optimization based on data, so we provide these evaluations as part of Spectrum’s overall service offerings. Regular feedback loops evolve and optimize our clients’ custom product programs. And while many of our recommendations are specific to that brand’s needs, we do provide recommendations influenced by successful initiatives with other clients.

SOME SAMPLE UX FINDINGS

Once our user-testing is complete, Spectrum synthesizes the data and provides recommendations to improve our client’s customization programs. Over the years, here are some findings and subsequent recommendations we’ve made to clients to optimize their custom product programs:

  • Reorder custom options shown based on popularity, as well as eliminating ones that under-perform and replace with new options.
  • Customization trends and data can influence changes to default product options 
  • Certain options can be “locked up” when data shows consistent patterns of usage (i.e. users selecting the same design on left and right headphones)
  • Tips on improving the brand’s custom product landing pages 
  • Improved engagement when providing pre-defined images to serve as consumer inspiration and starting points
  • Better results when the product customizer is in its own page vs. within a product detail page
  • Users prefer actual font previews displayed in the options menu
  • Insights for future marketing promotions based on custom product data, such as:
    • Product customization trends for unpredicted holiday opportunities 
    • Custom product interactions by day of week, allowing opportunities to align with other marketing efforts 
    • Additional data points to gauge success of partnerships and cross-promotions

How people use the internet is constantly changing, so Spectrum invests time in constant improvement and optimization of our clients’ custom programs. Implementing regular user testing services and recommendations ensures our clients remain on trend and impactful.

OVERVIEW OF TECHNICAL INTEGRATION

Spectrum has completed over 100 integrations across a variety of platforms and ecommerce technologies. And whether they come from existing clients, or prospects we’re speaking with, we’ve seen a pattern of questions about technical integration we felt we can address.

Our technology integrates with our clients’ ecomm systems on two levels:

  • Front-end UX integration
  • Back-end factory integration
Spectrum 3DTRUE
SPECTRUM
CONNECT
SPECTRUM
CREATOR
SPECTRUM
INTELLIGENCE
SPECTRUM
PROTECT
The unique capabilities of Spectrum’s 3D Customization Platform

FRONT-END UX INTEGRATION

Our primary goal is to be the best white-label solution for our clients. A brand’s ecomm site and experience is an extremely valuable touch point, so our goal is to ensure users never feel they are anywhere other than the brand’s website. Spectrum’s technology blurs the line between the customization interface and the brand site (i.e no odd frames or random URLs) so users never realize a third party is involved. 

These are some of the areas we focus on to to ensure our front-end integration remains the best in class:

  • User experiences that fully integrate with brand look/feel/tone 
  • Low code integration – front-end integration time is on the order of hours, not days
  • Brands are able to retain full reign over site content, design and navigation since Spectrum technology rides on top of existing ecomm technology – no need to alter existing cart processes. 
  • All pricing/product availability comes directly from clients’ databases, so product details are always up-to-date
  • For cart/client management, the CTA is within the Spectrum interface, but is quickly handed over to clients’ existing checkout process, for a seamless user experience
  • Spectrum platform provides the ability to save abandoned “locked recipes” from users, providing additional marketing opportunities through Spectrum Intelligence, and drawing on the inspiration of the customized experience

FACTORY INTEGRATION

Our 100% success rate for factory integration is a direct result of our unique process – we start by collaboratively defining final customized product states and options with our clients. Spectrum’s technology is the bridge between software and reality, so we define what is realistically possible with our clients’ products, and then work backwards to manifest that with our software. 

Ultimately, a successful integration is Spectrum’s responsibility – ensuring our clients can produce the item that looks exactly like what their users are seeing on screen. 

To achieve our 100% factory integration rate, these are a few processes and best practices we adhere to:

  • Like many industries, the last mile in product customization is the hardest challenge to overcome. So this is where we place our focus, and what we use as our “North star” to drive future recommendations.
  • Spectrum maps users’ custom product recipes and delivers these to your factory floor with an endless choice of file delivery options.
  • Working backwards also helps us define opportunities for efficiency. Consumers’ delivery expectations are measured in days, not weeks, so we have a vetted list of production facilities that can help augment client facilities if necessary. 
  • With the experience of over 100 integrations, we’ve developed a series of tools to help with facility integration, particularly when it comes to data and file format manipulation. 
  • For any other needs, Spectrum offers an open API model to easily integrate into core business systems.

Ten years of product customization experience has reinforced that custom is custom. Your brand, products, options and factories are all unique so its important that your custom product experience accurately reflects it. We’re happy to put our experience of over 100 integrations to work, determining the best custom solution for your brand.

INTEGRATING CUSTOMIZATION WITH ECOMM PLATFORMS

A large hurdle in developing a custom product program is finding a production solution that fits within the brand’s existing infrastructure and supply chain. Adding custom products in a customer flow requires levels of integration that may challenge legacy e-comm platforms, overwhelm teams and jeopardize the initiative. Any benefits of a successful custom program can be obscured by the challenges of integrating interfaces and data flow to make a smooth custom experience. 

With Spectrum Connect, we begin our integration process with your factory and production facilities, and work backwards to craft a custom solution. Our platform-agnostic technology ensures maximum flexibility, mitigates integration challenges and ensures success for our clients.

SAMPLE INTEGRATION TEST

If you would like to quickly emulate the loading of customized products into your existing e-comm system, we offer a quick and easy driver as a test. The driver enables your integration teams to load a sample product, add to cart, and ability to deliver an order acknowledgement. If all elements of the test integration are successful, the driver displays a corresponding message and visual to acknowledge the successful test. This easy test enables brands to evaluate custom product viability in hours and days, vs weeks and months typically needed vs. other systems. Read more information about common integration points between Spectrum and your ecommerce and factory teams here.

Spectrum provides an integration test to help quickly evaluate custom product opportunities within existing ecomm systems.

INTEGRATION WITH LEADING ECOMMERCE PLATFORMS

Like many industries, the “last mile” in product customization is the hardest challenge to overcome, so this is where the Spectrum team places the bulk of our focus. We collaborate with our clients to define what is realistically possible with their products, and then work backwards to manifest that with the Spectrum platform. At the end of the day, we consider integration to be our responsibility, making sure our clients can produce the item that looks exactly like what their users are seeing on screen.

With our “last-mile” focus, we have achieved a 100% factory integration rate across a wide variety of existing platforms. Below are the ecomm solutions we integrate with most often and some of our clients on those platforms.

E-comm platforms we most commonly integrate with

If you do not see your system on that list, or if your e-comm solution is custom-built, no worries. Spectrum’s tech agnostic approach can work with your existing platform. Feel free to reach out if you have any specific technical questions as you consider adding a custom program to your e-comm program.

SPECTRUM CREATOR – TURNING PRODUCTS INTO PALETTES

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. 

Courtesy of JBL – an example of photo integration, text and stickers combined with color combination options.

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
Word cloud data shows the common terms and phrases often used when customizing products
  • 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.
62% of all custom orders include a unique color combination for one Spectrum client.

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.

SPECTRUM PROTECT – KEEPING YOUR BRAND SAFE

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
Spectrum Protect moderation approval
As users upload images, the AI-powered moderation tools of Spectrum Protect identify copyrighted content and alert the brand team to deny or approve
Spectrum Protect moderation approval
When copyright content is detected, users are prompted to request approval by the brand team

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
User text moderation decision tree

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
Spectrum Protect Image moderation decision tree
User image moderation decision tree

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.

SPECTRUM INTELLIGENCE – UNDERSTANDING YOUR TOP FANS

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.

REPORTING

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
  • Continually evaluate UX and landing page efficacy
Spectrum offers our clients licensable dashboards that provide at-a-glance details about their custom program.

ADMINISTRATION

Spectrum Intelligence provides industry-leading administrative tools that deliver:

  • User and order management through varying levels of brand team member access 
  • Real-time component management to ensure consumers only make factory-available selections
  • Ongoing management of available personalization elements such as stock and promotional art, prints, patterns, fonts and more
Admin tools provide the ability to manage personalization elements such as stock and promotional art, prints, patterns, fonts and more.

uses of data and reporting

Valuable and unique customization data, provided by Spectrum Intelligence, can be used to:

  • Improve dropped/abandoned carts through re-marketing efforts featuring previously-designed products (locked recipes)
  • 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.

The Unique Capabilities of Spectrum 3DTrue

We’re excited to announce the launch of Spectrum 3DTrue, our newest rendering engine that brings our clients’ products alive with crystal-clear, photo-realistic 3D. 3DTrue’s best-in-class visualization offers high-level animated states, multi-variant lighting and true to life material representation. With 3DTrue,  the variety and complexity of materials are represented with 100% accuracy,  including glass, translucent plastics, iridescents, detailed fabric, metallics and much more. Lastly, 3DTrue is future-proofing today’s 3D assets with the ability to apply existing product aesthetics to future product images, saving time and money on future photoshoots. 

See below for more details:

Unique Capabilities of 3DTrue

Image Based Lighting

Image Based Lighting (IBL) is a technique in which we are able to dynamically light 3D scenes, assets, or environments using an .HDRI image instead of only using 3D lights.

  • 3DTrue captures real-world light, and simulates how that environment would physically impact a 3D asset, leading to more realistic looking models. 
  • We can leverage clients .hdri images to exactly match their existing product lighting requirements for increased consistency.
  • Can be used in conjunction with 3D lights for the optimal look.

Physically Based Rendering (PBR)

Physically Based Rendering (PBR) is a way to render a 3D object using properties that mimic how light interacts with objects in the real world.  PBR materials have specific properties (roughness, metalness, diffuse/albedo, normals) and can be created using industry standard software. 

Spectrum uses an array of industry standard approaches to author materials following a PBR workflow, allowing the team to seamlessly integrate them into our pipeline to be visualized over the web.

Real-Time Rendering

Real-time rendering is the act of rendering 3D models and textures in a live environment, such as via a website/WebGL. This is critical for Spectrum because, unlike some 3D customizers, we aren’t just rendering still images and switching between them. Our process more closely resembles video game development by rendering products right before your eyes.

Keyframe Animation/Rigging Capabilities

When animation can assist in demonstrating a product’s full benefit, 3DTrue utilizes keyframe animation to create fluid and complex animation movements. Keyframe animation provides the ability to use a rig, allowing for rigid animations, where no product part is being bent, deformed or stretched during the animation, such as a knife opening from its handle

Glow and Emissive Properties

With these tools, we are able to use the emissive properties of materials to have parts of a model cast their own light.

Translucency

Translucency is the physical property of semi-transparent materials and how light passes through them. By utilizing translucency, we can more realistically represent products with transparency, such as jewelry and glassware.

Clear Coat

Clear coat is a 3D property of a material that simulates the coating of a transparent layer of paint over a colored layer. Commonly used when rendering car models, clear coat allows Spectrum 3DTrue to provide more realistic looks for any product that is manufactured with a similar process.

Anistropy

Anistropy is a special property where the shape of light reflection changes based on the direction from which it is viewed. This allows 3DTrue to render specific materials more realistically such as brushed metal, vinyl, and velvet.

Camera Animation

With 3DTrue technology, we now have the ability to animate models within our scene as well as the camera itself. This allows us to create dramatic entrances and effects within customizers, and support a range of dynamic movements.

Post Processing Effects

3DTrue provides a host of capabilities for applying specific filters and 2D effects after the image is processed on the screen, in real-time 3D. This opens a whole new world of dynamic and efficient effects that can be applied to our clients’ models, mimicking how real-life cameras operate. Effects include:

  • Bloom:  Mimics how light is imperfectly captured within a real camera lens, as a gaussian effect where the light spreads out.
  • Chromatic Aberration: Captures how colors are imperfectly rendered within a real-life camera.
  • Depth of Field: Represents how a camera focuses on elements within the scene.
  • Grain: Imitates film grain on a camera, for more realistic filmic scenes.
  • Color Processing:Includes various settings and filters that can affect how colors are interpreted by a camera and rendered within our 3D scenes.

.GLB/.GLTF Support

We offer support for the two most ubiquitous file formats in 3D animation, allowing us to render and integrate multiple file formats with minimal effort. 

  • GLTF is a file format for 3D scenes that aims to become the “JPG” of 3D file formats, a standardized format that will work across multiple platforms 
  • .GLB differs from GLTF in that it allows textures and animations to be directly compressed within it instead of being referenced externally. Platforms like Facebook are starting to standardize this format, which will make 3D products easier to share across social media.
  • Spectrum uses .GLB files a bit differently than other 3D programs. We don’t use the texture information imbedded in the files, allowing us to set-up assets to be more customizable 
  • We also are able to work with .OBJ, .FBX, .STP and .STEP file formats

Component Swapping

This capability allows for live swapping between models on a webpage. One model is rendered and easily switched to another, sometimes accompanied with a real-time animation, without a page refresh.

Sub-surface Scattering  

Sub-surface scattering is the physical diffusion of light within a semi-translucent material, such as the glow of your skin when you hold a flashlight up to your hand, and is utilized to achieve greater realism of products.

Please reach out if you’d like a more in-depth demonstration of Spectrum’s 3DTrue capabilities and how they can benefit your ecommerce program.

Customization in Technology

As the Spectrum Customizer has grown, we’ve learned some products, and categories, lend themselves to product customization more readily than others. In the highly-competitive technology category, it’s critical for brands to avoid becoming a commodity or building a “me too” image. For this category, offering product customization is a great way to differentiate the brand, while also creating unique points of contact and engagement with their top fans.

Generally speaking, technology consumers thrive on expressing themselves through the products they buy, leveling up their product experience with uniqueness when possible. One need only look at the custom subculture in gaming and music as examples of this underlying trend. Unfortunately, in a category where consumers demand innovation and have a passion for self-expression, few brands capitalize on those audience needs, falling into a potential parity trap.

For brands interested in providing product customization, it is critical to find the best customization opportunities with product lines. Spectrum helps our clients evaluate product popularity, velocity, release schedules, product styling and ease of embellishment to determine the best product customization opportunities. Within the technology sector, these types of options can take a variety of forms, such as:

  • Personal photos wrapped around a Bluetooth speaker 
  • Custom graphics for removable headphone tags
  • Color and texture options for gaming controllers

As users spend time customizing their favorite products, the quality of the user experience must inspire their confidence. The best brands deliver a seamless UX brand experience, combined with high-quality product images, allowing potential buyers to thoroughly inspect their custom product at every angle and purchase confidently, resulting in far fewer dissatisfied customers. In fact, this type of product experience and inspection perfectly aligns with an audience that is inherently technology-focused.

However, on-screen customization without the ability to effectively deliver user-designed files to a factory is useless. Spectrum begins our process at this point, working backwards, ensuring 100% factory integration with our clients and production facilities. If your existing production facilities may not be able to easily handle custom production, Spectrum has over 45 factory partners across the world that can augment your facilities, providing multiple options to fulfill your tech audience’s wishes.

If you’re looking to take advantage of your strongest brand advocates, and give them ways to express themselves with your products, consider adding a product customization platform and separating yourself from your competition.

CONNECTING BRANDS TO CULTURE

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. Insights gleaned demonstrate why product customization successfully drives 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

Previous posts demonstrated how and why customized products will be increasingly featured in marketing, and how they can provide unique inventory control opportunities. This post will focus on how product customization allows brands to tap into culture like never before. 

Many consumer brands spend significant amounts of their marketing budget tapping into cultural events and trends relevant to their audiences. However, very few of these achieve brand alignment in a way that feels genuine. At best, they are a temporary lift should it capture the audience’s attention. At worst, they can be perceived as disingenuous by their most loyal audiences. Brands that find strategic ways to connect their products to culture can create more impactful and relevant relationships with consumers.

CULTURAL IMPACT

  • Forward-thinking companies can align their brands and products to support important cultural topics that are meaningful to their audiences, further strengthening the relationship with their enthusiasts.
  • Unique cross-promotions can help brands offer unique and limited product collaborations to spur incremental sales and generate buzz among two brand audiences.
In launching their new XBox DesignLab, Xbox offered one customization option featuring a design with 34 different community flags in a fine, interwoven manner to celebrate the nuance, complexity, intersectionality, and strength of the many LGBTQIA+ communities.
Gerber Gear and Fender Guitars teamed up with a partnership featuring country star Tim Montana and world famous tattoo artist Luke Wessman that featured custom-built Gerber knives and a Fender telecaster with original art, growing the audiences of both brands. 

EMBRACING FOMO

  • Whether capitalizing on blue-chip spokespersons or aligning with niche influencers, the flexibility of product customization gives brands additional chances to nimbly adapt their product lines by providing influencer-designed assets for co-creation opportunities. 
  • Strategically capitalizing on seasonal promotional opportunities can be a struggle for many brands. Product customization allows brands to pair time-sensitive art/photos/designs to stock SKUs.
Astro collaborated with Vince Staples to develop the Vince Staples ASTRO.ID A40 TR Headset. Designed and dreamed by the artist, and fueled by Spectrum’s 3D product customization platform.
Chapstick offers limited time and seasonal artwork and designs for product customizations applied to their stock SKUs. 

With built-in flexibility, product customizers offer brands an excellent and effective way to tap into culture in unique ways. Nimbleness in adding unique designs, patterns or partnerships can provide brands with great opportunities to culturally align their products and audiences in completely new and unique ways.

CUSTOMIZED PRODUCTS TAKE THE (MARKETING) LEAD

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.

Beyond its financial impact, a product customizer provides substantial and unique benefits that can contribute to its ROI: 

  • More dynamic marketing opportunities that speak directly to your top brand fanatics
  • Additional inventory and supply chain control 
  • Opportunity to align your brand with culture in an extremely unique and engaging way

Customized products provide a compelling way of building brand loyalty. This post demonstrates how and why brands will use their custom products in marketing initiatives outside of ecommerce. Upcoming posts will address how product customizers provide unique inventory control opportunities as well as provide examples of how customization allows brands to tap into culture like never before. 


Brands have long featured their most popular products in their marketing – those that best represent the brand with the broadest appeal. Brands providing product customization have a further advantage since they have unique glimpses (through primary data) into the minds of their top enthusiasts, allowing them to showcase products that appeal to their audience’s most personal tastes. With that level of data, what would it look like as customized products begin to take the lead in marketing efforts?

BRINGING CUSTOM TO VIRTUAL AND BRICKS-AND-MORTAR

Spectrum’s industry-leading 3D product visualization allows customized products to seamlessly enhance existing brand AR initiatives, creating further product immersion. And these same top quality assets can bring product customization to the retail environment through kiosks and mobile platforms, creating omnichannel, digitally innovative opportunities to bricks-and-mortar.

The future of omnichannel, bringing virtual customization to the retail level with the Bauer 3D Skate Lab and Spectrum Customizer
Improve conversion with hyper-targeted outreach encouraging engagement with abandoned personalized products.

UBER-PERSONALIZING MARKETING

On average, Spectrum clients see a 5X increase in time on-site. Imagine the efficacy of re-targeting those abandoned carts with the exact product they spent time customizing.

Consumers are getting better and better at tuning out digital marketing, so brands must find increasingly unique ways to capture their audience’s attention. Spectrum’s product customization platform provides dynamic product assets and specific designs for brands to use in their paid media and email initiatives, allowing brands to garner more interest from the ever-coveted younger demographics, without alienating other segments of their audience.

INVENTORY MANAGEMENT + OPTIMIZATION

Product customization data from the Spectrum platform provides brands with key insights into the most popular options, colors, accessories, designs and SKU’s of their “superfans.” Armed with this level of product configuration data from top fans, some brands have made functional and aesthetic changes to their products. One client changed their factory-default options after data revealed a majority of customers were customizing one option over the original default color. Additionally, we see forward-thinking brands designing products specifically optimized for customization options, going even beyond the standard SKU offering.

Personalization in digital marketing has always been a goal for top brands, utilizing a mix of primary and secondary data to craft more unique and engaging messaging to their audiences.  Brands that offer product customization are able to expand on this personalization at an entirely new level, engaging with brand fans in unique and unexpected ways, with products they have personally customized.