A Mega Guide to Product Customization

Welcome to our 2023 product customization guide. 

It’s quite unfortunate that the majority of guides out here are OUTDATED. Or OUTRIGHT misleading.

Well, you are in LUCK…

I’m an eCommerce Founder and Enthusiast with over 10 years of industry experience. I’ll show you how to start product customization the RIGHT WAY. And you achieve GREAT PROFIT MARGINS from customization. 

We cover why product customization is important for your business. How to start product packaging today. And the benefits of product personalization to your business. 

Let’s dive in…

What Is Product Customization?

Basically, product customization is personalizing goods and services to suit customers’ desires. Or needs.

A GREAT example is the Nike By You program. 

The sneaker giant rolled out a program that allows customers to customize sneakers. Directly from their eCommerce website or official Nike stores.

Product customization has morphed into the majority of modern eCommerce businesses. And customers can customize products with just a few clicks.  

In fact, 40% of customers prefer spending more than intended on customizing products. Pretty awesome, right?

Common examples of product personalization features include:

• Personalized sizing
• Templates (e.g., offering customizable templates to customers)
• Exclusive functionalities
• Add-ons (e.g., a seller offering camera straps and optional lenses)
• Flexibility with product design (e.g., providing customers with customizable options.)
• Configuration options
• Monogramming
• Mix-and-Match
• Material selection

…and a thousand other variations.  

Why settle for less when you can have it EXACTLY the way you want it?  

Why Is Product Customization Important for Business?

I can yap ALL DAY how offering customization options has been life-changing. But I’ll try to keep it short:

1. Repeat customers 

If you’ve been reading my articles, you probably know I’m big on repeated, profitable sales. 

They are literally the oxygen that your online store breathes.

There’s no better way to build customer loyalty than providing customizable products.

Why? 

Customers LOVE to be part of the design process. And it gives them a sense of ownership. That way, they’ll ALWAYS come back for more.

And the result? 10X profit margins. 10X sales. 10X EVERYTHING!

2. Attract a broader audience

I like to think of this as the godfather of all marketing strategies. 

Here’s Why? 

Word-of-mouth marketing!

Do you remember when you visited that hipster joint down the road? And the food was so delicious you couldn’t wait to tell your boys or wife?

That’s word-of-mouth marketing at its best. 

Selling customized products gets you repeat customers. But most importantly, it’s a POWERFUL marketing tool. 

Many customers who enjoy personalized experiences will recommend you to their friends. OR social media buddies. And your customer base keeps getting BIGGER and BIGGER.

3. Stand out from your competition in a HUGE way

I noticed a significant change when I started offering customized products. 

I wasn’t getting just a handful of clients every month. My email was exploding. Phone buzzing throughout the day. And a TREMENDOUS growth to my web traffic. 

Here’s the secret:

Majority of eCommerce stores outchea only offer standard, mass-produced products. 

So, allowing customers to be part of the design of various parts of their products. (e.g., color, features) helps you outshine even the most ferocious competition. Never to be heard of again!

Benefits of Product Customization

Product customization has 4 HUGE advantages:

Enjoy more sales and gain a competitive advantage

Sales Trumps All – I believe this is the No.1 rule in business.

And that’s what has kept my business running for the past ten years.

Here’s how product customization helps you to multiply sales TENFOLD:

• Enhance customer experience. We’ve talked of how customization provides a tailored experience for each buyer. That way, EVERY customer gets a deeper emotional connection with their package. Hence, leading to customer loyalty and repeat purchases.
• Higher pricing opportunities. I’ve noticed that customers are willing to pay more for a personalized experience. You can use it as a chance to maximize your profit margins. And scale your business to the moon.

Again, offering customized products facilitates word-of-mouth marketing. Bringing in potential customers without spending thousands of dollars on lame vanilla offers. That customers will just ignore! 

Enhance brand loyalty

I’ve been actively researching why customers yearn for brands that offer customization. 

And the answer is SIMPLE!

I’ll reiterate:

STRONG. EMOTIONAL. CONNECTION. 

Customers who customize their products feel a sense of ownership. And develop a strong bond with their products.

That’s why a customer will stay loyal to one brand. Since they customize their product to their preferences and desires. 

FUN FACT. 49% of customers say that they will be loyal to a brand that offers customization options.  

Gain market research: Create value-based products

Here’s the thing: You must know your customers intimately!

In eCommerce, the basic starting point is understanding what your customers want. Only then can you tailor your products to suit ALL their needs. 

And the best part?

Offering personalized products (or mass customization) helps you achieve this. And so much more!

For example…

I assist customers to personalize their shipping services based on their urgency. Say, they can choose from air, ocean, or land – depending on their shipment.

Also, my customers can customize additional services such as packaging. Warehousing and customs clearance. 

That allows me to understand my customers’ demands and shipping preferences. 

The insight helps me to tailor solutions to meet EACH customer’s desires. And streamline my business operations. Hence, improving relationships with my customers and building customer loyalty.  

Reduce product returns

Returns are DETRIMENTAL to the success of your business. 

Here’s why:

1. Hundreds of dollars in lost revenues
2. Overhead costs incurred while shipping the product back to your location/manufacturer

But product customization reduces the return rate to ALMOST zero. 

If customers are actively involved in the design process. It is unlikely that they will return the item due to dissatisfaction.

Also, customers will know what to expect (from their customized product). And enhances even future purchases. 

Steps to Get Started with Product Customization

Here’s a step-by-step guide on how to start product customization:

Started with Product Customization on Alibaba

But why Alibaba? 

Good question!

Alibaba is the world’s largest eCommerce company, with over 200,000 suppliers.

Now, let’s keep it rolling…

Step 1) Load up Alibaba and hit the “sign up for an account” icon

This step is SUPER SIMPLE. 

Alibaba will redirect you to a page where you’ll fill in your name, email address, and password. You will also fill in your trade role and phone number. 

EASY PEASY!

Step 2) Scroll to the RFQ page and create a new RFQ

Navigate to the RFQ (Request for Quotation) section to create your customization order.

Follow these easy steps:

• Click on the Sourcing Solutions icon on the homepage
• Hit the Request for Quotation button 

Then click on the “Create Request for Quotation” icon. To kickstart your customization journey.

Step 3) Fill in the RFQ form (DO NOT LIE!)

This is the MOST IMPORTANT step in your product customization journey. 

Ensure you list down ALL your requirements. That way, the supplier will create EXACTLY what you want. 

Here, you’ll fill in:

• Product name
• Sourcing quantity
• Trade terms
• Detailed requirements (more on that next!)
• More about your business

WARNING. Most businesses tend to mess up the ‘detailed requirement’ section big time. They just provide vague descriptions and rush to invite suppliers. STOP IT!

Here’s an example of a well-written detailed requirement submission:

Also, you can attach a product spec sheet that illustrates your product’s design. 

For example, dimensions of the product, materials, images, mockups, etc. 

PRO TIP. Use Google Translate to translate your description to suppliers. (that do not speak English). It shows you are empathetic. And eliminates language barriers between you and the supplier. 

Step 5) Submit your request and wait for quotations

Done? 

Good job, big boy!

Now hit the “Invite Suppliers to Quote” at the bottom of the page and wait for quotations.

Step 6) Evaluate individual supplier quotations

Review each supplier to determine the best fit for your business. 

Check the supplier’s customization capabilities, pricing, customer reviews, etc. 

Don’t worry; here’s my checklist to ensure you don’t fall victim to HUNGRY scammers:

Again, don’t forget to request samples. So that you get real-time insight into the quality of your customized goods. And overall working experience with the supplier.

Step 7) Negotiate terms, Agree, and place your order

Negotiate terms with your supplier. That includes agreeing on pricing, delivery schedules, and payment terms.

I like to communicate with my suppliers through WeChat or Skype. Since they are WIDELY used by suppliers around the world.

Make the necessary payments and wait for your personalized items to arrive. 

SIMPLE!  

Started with Product Customization on Shopify

Shopify is a bit different. 

Here, you have complete control of the design process. That’s designing the product from scratch. 

Let’s dive in; it’s FUN!

And don’t worry…no coding experience is required.

Step 1) Create your Shopify store.

Fire up Shopify.com and click on “Start your free trial.” 

Just fill in your email address, and BAM, your first Shopify store. 

Step 2) Install a suitable product customization app

Click on the Add Apps option on the left margin of your dashboard. 

Shopify will automatically open a new page filled with apps. 

Scroll down to the bottom section and click on the Shopify App Store icon. 

You can type in your favorite app in the search bar. Click on it and Install it.

I recommend the Infinite Options App by ShopPad. It has a wide range of product configuration options for any item. 

Also, you can use the Smart Customizer app, which is equally good, if not BETTER. 

Step 3) Add products you want to customize

Select products you want to customize from your Shopify store.

I use Shopify to customize apparel for my store. But you can customize anything from personalized gifts to accessories. YOU NAME IT!

NOTE. The product should be in your store before customizing it. 

Step 4) Personalize your product.

Use infinite options to define various customization options for your product. 

That includes setting colors, text input fields, sizes, or adding new images. Let your creative juice flow to create an ultra-compelling product.

Step 5) Set your pricing 

Set your pricing rules within your product customization app. 

Add specific adjustments to the pricing rules based on specific customization.

For example, the bigger the size of the product (e.g., shirt), the higher the pricing.

Step 6) Preview and launch your product

You can preview the custom product to see how it will appear to your target audience. 

Are you satisfied with the outcome?

Launch and start marketing the product.

GOOD LUCK! 

Started with Product Customization on WordPress

This is my personal favorite!

I mean, it’s WordPress. What could possibly go wrong?

Here’s a step-by-step guide on how to get started with customization on WordPress:

Step 1) Sign up for a WordPress account.

Head over to WordPress and set up your website. 

You will also need a hosting service to host the domain of your business. 

I recommend BlueHost, whose hosting plan starts at $2.95/month. 

Step 2) Add a product customization plugin.

Scroll through the menu bar on the dashboard and click on Plugins. WordPress has hundreds of product personalization plugins. 

Extra Product Options is my No.1 go-to plugin for my eCommerce website.

Other plugins include Product Personalizer and Fancy Product Designer.

I ALWAYS watch tutorials provided by the developer to get a grasp of a new plugin. That way, you save painstaking hours of learning everything alone.

Step 3) Open WooCommerce on your WordPress dashboard and start customizing

Start by adding some basic custom options. 

Say you want to start selling some badass college jackets on your online store. 

You want to configure your plugin to cater to a wide variety of customer preferences.

For instance:

You can add a field where customers can choose different sizes, colors, or materials. 

Also, you can add a section where customers can add personalized texts. (e.g., graduation year, name, college logos, etc.).

Don’t forget to add a preview option of how the product will look after customization. That gives the customer insight into what they are customizing. And ensures they are happy with their personalization before purchasing. 

Step 4) Set Pricing options

First, you need to determine the base price of your product with ZERO customization. 

Now adjust the prices slowly according to each type of customization. 

Still on our Collage Jacket…

You might add $5 or $10 for each customization, depending on the labor. And the material used or sourcing costs.

Again, you can add discounts on bulk purchases. (e.g., buy 2, get 10% OFF!).

Step 5) Preview and launch your product

Preview the products to remove any errors before uploading them on your website. 

Everything OK? 

Upload your products and create a marketing plan to drive traffic to your website.  

Ways Product Customization Affects Customer Satisfaction

Forget about luck in delivering cash injections and customers for your online business. Here’s how product customization will wow your customers. So that they keep coming back for more. EVERY TIME. 

#1- Personalization

Product customization allows customers to tailor their items according to their style. Or needs. 

Oh, and also preferences. 

Allow me to reiterate:

Customers who customize products to their unique preferences develop deeper connections. (with their products). This enhances customer satisfaction because the personalized product meets their expectations. 

#2- Reduce regrets

I remember I once spent $1000 on a ‘basic laptop’ from eBay. It was so bad that I had to dispose it for only $250. 

Here’s why:

It had fixed features and specifications. I could not customize the screen resolution. Optimize storage space. Or customize its processor speed. In short…it was BAD!

Now imagine if that’s how your customers feel after purchasing from YOU. 

Good luck hitting your first $1000.

OR. 

You can offer customers a personalized experience. That way, you reduce regrets and improve customer satisfaction. 

#3- Increased customer engagement

Product personalization involves engaging customers in the whole design process.

I like to think of it as making customers co-creators. Rather than just mere passive consumers. 

That enhances customer satisfaction. Since it’s HIGHLY unlikely that customers will dislike what they have designed. 

Again, this leads to high enough profit margins to sustain your business.

#4- Meeting individual customer needs

Different customers have different needs. 

If you are selling furniture…

Some may want beige color seats. And some may want grey ones. 

Customization ensures that EVERY customer walks away happy. Plus, it’s a guarantee that they will come back for more. 

Sweet!

FAQs about Product Customization

What’s Next

Are you there? PERFECT!

I hope this guide has answered ALL your questions on product customization.

Here’s my verdict:

Product customization is here to stay. And if you want to have ANY CHANCE at hitting that 7-figure profit. Then you better get used to it.

Also, it’s an EASY way to get repeat customers. And even more customers through referrals.  

Product Customization is an investment that will pay you for YEARS!

Are you looking for a Chinese supplier with product customization options? Or you want to partner with a supplier to design your next BEST-SELLER? Submit your request on our contact pages. And our sales representative will be in touch SHORTLY.