Winter 2011
Personal Gains By Regina Molaro

Computer technology is greatly simplifying how personalized products are created and sold. Find out why there has never been a better time to get personal.

In a world of mass-produced gifts, a small touch of personalization is one sure way to win the heart of a customer. Faith Popcorn, founder of New York City-based marketing consultancy Brain Reserve, says that in an effort to offset a depersonalized society, consumers crave recognition of their individuality.

Nadia Saulino, owner of Primavera, a home and gift shop in Newport, Rhode Island, points out that personalized gifts also tell the recipient that a lot more effort and thought went into the gift-giving process.

The opposite of a gift card, personalized items offer a sentiment that is sure to leave a lasting impression. “It’s akin to the difference between sending an email or a greeting card,” says Lori Bogda, partner at the Bluffton, SC-based PSA Essentials, a personalized stamp company. The Wallace monogram, which features the monogram in the center and the family’s last name centered across it, is the most popular stamp for PSA Essentials. Licensed collections such as Hello Kitty are also popular offerings from the company.

Personalized: An appealing option to retailers

Interestingly enough, personalized products have become especially relevant during challenging economic times: Customers are looking for added value when making purchases. “The economy has forced many families to think about personal and practical gifts as a way to show how much they care,” says Kathy Grannis, a spokesperson for National Retail Federation in Washington, D.C.

Also attractive to retailers is the fact that personalized products usually carry higher price points—and therefore higher profit margins.

“Personalized gifts also have the opportunity to create traditions,” says Christi Chittim, partner at Boerne, TX-based Mint, a company that offers a range of items from seersucker clothing to nylon lunch boxes and beyond. “I think every little girl loves to see her name or initials on a backpack or blankie, and when she has new initials as a bride, she loves to see them on everything she owns. It’s a theme that carries through.” In this way, personalization also offers an opportunity for retailers to build relationships with their customers to keep them coming back for matching pieces, sibling sets, heirloom gifts, and more.

Kathy Denness is president of Clairebella, a Milton, GA-based company that creates functional home products. She says the category allows retailers to offer unique products that may not be available at a competitor’s shop.

In many cases, offering personalized products presents another sales opportunity. After the customer places an order, unless the product is shipped directly, she has to return to pick it up.

Tech-savvy approach

Advanced technological capabilities also make this category a much easier one to navigate. “In the past, it was such a hassle and was limited to invitations and paper products,” says Bogda of PSA Essentials. She points out that customers (and therefore, retailers) used to be wary of personalized products because of the “You ordered it—you own it” philosophy when it came to errors. But computers leave much less room for errors. They also allow customers to preview what the final product will look like—making it an easier sell and eliminating much of the guesswork. In addition, retailers can use computers to actually complete the personalization process instead of hiring an artist to hand-letter or paint items. This also allows for faster turnaround times.

What does “personalized” mean?

The definition of “personalization” varies greatly among wholesalers and retailers. For Museware Pottery, a wholesaler based in Manchester, NH, personalization comes in the form of a platter highlighting the names and wedding date of a newly married couple. For Mint, pillowcases, duffel bags, totes, and baby boxer shorts ship as blank canvases to retailers who embellish them with embroidery or appliqués. While some retailers may send product out to be customized, others may have artists on staff.

Other companies, such as Clairebella personally create the artwork and patterns that adorn their colorful coaster sets, aluminum water bottles, and cell phone and BlackBerry cases. Customers can choose from a wide portfolio of patterns and colors. As the orders come in, Clairebella’s team changes the templates. “We have templates of each product, in each pattern, and in each color. Our designers change the personalization to meet the customer’s specifications before it’s sent to our printing facilities,” says Denness.

Finally a whole host of companies offer monogrammed products as an easy way of personalizing gifts. Vendors such as Richmond, VA-based Occasionally Made offer an assortment of pre-personalized items that are ready to go. Alexandra Dooley, marketing and communications manager, says that monograms decorate a range of the company’s items, eliminating the chance for error and lengthy wait times. Occasionally Made also offers blank product for retailers who want to provide their own customization.

Although the category is strong and showing signs of growth, there’s also room for innovation. “Marketers need to think [about] new ways to make their products more personal, special, and individual,” says Pam Danziger, founder of Unity Marketing in Stevens, PA. “That is a function of innovation—exploring technologies, methods, and marketing ideas that can create personalized experiences and products.”

Personalized, not custom

There is a difference between custom and personalized. A custom product is generally designed to the customer’s specifications. This is time consuming and generally costs up to 40% more. It requires the effort of the store owner, the buyer and the artist—the entire product is made as per specification.

A personalized product, on the other hand, comes fully designed with only a specific area (say, the front patch of a diaper bag) intended for personalization. Personalization is simply a matter of having the customer choose the item they like, then supplying the store owner with the recipient’s name.

Sheree Burlington, owner and designer of Museware Pottery, says that because the design is predetermined, her company uses “an efficient ‘production line’ approach to our hand painted product, which allows us to lay out a number of like-design pieces, paint them all, then add the personalization as requested.”

Museware’s retailers display the company’s samples in their shop. They then take orders from those samples. Customers only have to specify the names and dates they want on the platter. Store owners pay a one time sample charge and continue to sell from that one sample over and over again.

Making a connection

Who is buying into the personalization market? The women who purchase these gifts are generally more educated and affluent, and are usually between the ages of 35 and 65. They tend to perceive value even though they are spending more, and they truly appreciate the sentiment and hand-made quality that goes into each unique creation, Burlington says. Typically this customer buys from a gift shop rather than a department store. “Personalized gifts bring a sentiment to the gift, and this customer plans ahead of time to make it extra special,” says Meredith Roberts, owner of Lipstick Shades, a gift and stationery company in Birmingham, AL. One of the company’s many offerings includes personalized cases for iPhones.

There are certainly many options for personalizing gifts, but vendors and retailers agree that customers often select monograms or people’s names. “People like to see their names in writing,” says Burlington. “It’s more about the connection from person-to-person,'” adds Primavera’s Saulino. Names are also popular at Clairebella, but customers also select titles such as “The Smiths’ Lake House” or “No. 1 Teacher.”

Miriam Michael is the owner of the Walnut Creek, CA-based retail shop, Calypso Twist. A line of custom furniture called Sticks is the store’s most popular offering. Michael says that personalized products make it easy to capture the customer with very little effort on the retailer’s behalf.

People are willing to pay more and wait longer for a personalized gift over a mass-produced gift, Burlington says. The process is engaging, the gift, more meaningful. “Once a shop is known for carrying a personalized product, customers will return again and again as gift-giving events come up in their lives,” she says.

“That’s a loyal following,” Burlington adds.

Mouse over images below to view.


Regina Molaro

Regina Molaro is a freelance writer who covers art and design, fashion,beauty, and home décor. She can be reached at Reginacooper30@yahoo.com.




Social Connections


📣 Meet our speakers! 📣The Garden Center Show, presented by Lawn & Garden Retailer, is excited to announce our Keynote Speakers! 📣 Michelle Sherrier: Owner of MC Design Academy and host of The Retail Whore Podcast📣 Tim Quebedeaux: Owner of RetailKPI and Service Provider for The Garden Center GroupBe sure to check them out, along with our full, FREE conference schedule for The Garden Center Show, Aug. 6-7 in Rosemont, IL.🔗 Register for FREE: LGRMag.com/GCSRegister🌐 Learn more: www.gardencentershow.com🚌 Bus tour info: lgrmag.com/LGRBusTour#GCS24 #GardenCenterShow #GardenEvents #InPersonEvent #Networking #RetailStrategies #SpecialtyRetailers #GardenCenter #Conference #speaker #keynotespeaker ... See MoreSee Less
View on Facebook
Gift Shop Plus Winter 2024
Get one year of Gift Shop Plus in both print and digital editions for just $16.

Interested in reading the print edition of Gift Shop Plus?

Subscribe Today »

website development by deyo designs