When Will Personalized Packaging Break Through?

摘要

If you visualize the uptake of personalization as an S-curve, we are currently at the bottom, just before rapid acceleration occurs. Arguably it was Coke that put personalization on the map with its Share a Coke program. Although really that was more a matter of mass customization than personalization, because the individual consumer didn't have any input into what got printed. Coke printed the 500 or so most popular names and the consumer found them in the marketplace. Things have been kind of flat since then, but I think now personalized packaging is about to skyrocket in the next five years or so. What's important for brand owners to remember is that it isn't just about the packaging. It's about service, price, product, and the total consumer experience.