Customizing the shopping experience can help you stand out from
your competition and increase Customer Lifetime Value, site
conversion, and revenue. A
Bain & Company
survey of 1,000+ online shoppers found
25-30 percent of consumers are interested in customization
options. Below are five ways Magento merchants are getting
creative with customization.

1. Understand Customer Requirements

Widely known for their impeccable lighting and furniture
collections, Tom Dixon wanted to defy industry conventions with
customization that met the requirements of their designer and
architect consumers. Tom Dixon reached across the table. They
made it possible for customers to create their own products
online, including tables, upholstery, and pendant systems.
Customers can also download CAD files to incorporate Tom Dixon
accents in their in-house designs. And by customizing product
pages suited to the needs of designers and architects, Tom
Dixon exceeded customer expectations resulting in a 31 percent
increase in conversion.

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2. Specialize Products for Brand Enthusiasts


Brown-Forman’s Jack Daniel’s is rich in brand history and has
an enthusiastic following. They wanted to provide a custom
experience to their loyal UK shoppers. In addition to featuring
products that were harder to find in the regional market,
Brown-Forman added a product engraving option to specialty
lines and products. This helped to further build the
relationship with brand enthusiasts and reach their goal of
giving every customer the opportunity to be a friend of

3. Celebrate Individuality

Creativity and craftsmanship are at the core of Oliver
Sweeney’s products. They wanted to extend that character to
their customers digitally. Nothing is more personal than a
tattoo, so the brand decided to offer a custom leather
tattooing option for their shoes. Oliver Sweeney now employs a
fulltime tattoo artist to personalize leather purchases for
customers. Today they tattoo 1,000+ shoes a year for unique and
individual customer styles.

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full story

4. Simplify for Repeat Purchasing

The family-owned wine and food basket company, Virginia
Hayward, knew their products were a personal choice. The brand
decided to customize their label designer with high-quality
preset designs. Now, when a customer generates a message for
their gift, they have a fully-flexible message editor with a
toolset of fonts, colors, and formatting options. And because
the message is so important, they implemented a real-time
preview. Customization additions, including the personalized
label designer, have helped increase the brand’s conversion
rate by 98 percent.

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5. Anticipate Customer Needs

The leading kitchen, bath, and home product retailer, Signature
Hardware, found success selling high-value items, but the
finite nature of home improvement projects resulted in low
repeat purchase rates. Using data from Magento Business
Intelligence, Signature Hardware employed creative
merchandising to market to customers with a high customer
lifetime value. Using this strategy, Signature Hardware
increased customer cart size by promoting pieces that match
items already in a customer’s cart.

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