Return on engagement: Why John Lewis and Diageo are turning to personalisation
Brands including John Lewis and Diageo claim personalised products drive sales – and not just at Christmas – but those who judge success by ROI may be missing the point.
It has been hard to miss the range of personalised gifts on offer to UK consumers this Christmas. Department stores, shopping centres and websites have been full of tempting items that come complete with a unique touch, as brands seek to stand out during the gifting season.
A personalised Toblerone, a tin of Quality Street with your name on the front and only your favourite chocolates inside, or a bottle of Johnnie Walker engraved with the name of your favourite whisky lover, are easier to source than ever. A personalised tin of Vaseline Lip Therapy? No problem.
Will these products be forgotten after the New Year recycling collection, or do they represent a bigger change in the relationship between brand and customer?
“Last year our customers’ response to the personalised Quality Street tins was overwhelming,” says John Lewis gift food buyer, Rachel Costello.
“This year we have gone even bigger with an exclusive sweet, only sold in our shops, and for the first time ever customers can choose to ‘pick and don’t mix’, ensuring there are no chocolates left languishing at the bottom of a tin.”
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