Tag Japan

Custom Products in Japan

Based on a recent trip to Japan, the built-to-order trend is more evident than ever.  Custom product is a global trend and research shows that consumers, while interested in the ‘idea’ of building their own products from scratch actually prefer to select custom products that are designed by others.  Also, when done well, these programs increase lifetime value of consumers through greater loyalty and basket size.

Here are a couple of examples of custom product brand strategies from Japan:

The first is Timberland’s multi-channel execution of ‘build your own boots’ – a photo of the POP in the Timberland store in Yokohama – and a screen shot of the same execution at timberland.com.  Consumers can build exactly the combinations they are interested in.

The second example is in a toy store in Ginza, Tokyo.  The STRIDER running bike is a bike that kids learn to balance on because it has no pedals.  However, STRIDER has come up with a mix-and-match programs with various wheel, grip, and other options.

Does your brand have opportunities to allow the consumer to create their own version of your products?