The concept of customization and its importance for today’s market | SEGS
In the search for products and services that follow customer expectations, the customization process becomes mandatory and opens the door to countless possibilities.
Stalin Silva*
It is almost unanimous that the corporate scenario has changed in the last few years, mostly thanks to the advancement of solutions aimed at the digital transformation of processes. Among the important changes and benefits, customization takes a prominent place, as a decisive point for building productive relationships between companies and customers. But do you know, deep down, what is the concept behind that expression? And why is it a priority issue for the corporate world?
Without a doubt, providing quality services is a fundamental requirement. However, today’s sales professionals need to go further. Consumers are generally more aware and attuned to tools that match their characteristics. The e-commerce sector, a segment that, according to a survey conducted by Worldpay from FIS, should achieve a sales growth of 95% in Brazil, in the projections until 2025, appears as a welcome example for us to diagnose the weight of a customized platform.
Definition and Variations of Adaptation
Originating from the expression “custom made”, customization can loosely be attributed to the act of making something personalized, with exclusive elements and own specifications, always according to the preferences and needs of the recipient. Its purpose is to provide a unique experience to users. In the field of online sales, this is proven through projects developed according to the request, with innovations and peculiarities, in order to put all the goals set by the contractor into action.
It is worth mentioning that there are different levels of customization. In short, their models differ depending on the purpose represented by the project. Because it’s a very flexible process, it’s a trend that can help a company meet the demands of its target audience, establishing an environment of total authenticity — which in turn increases new client acquisition and loyalty.
Adaptation is accepting promising opportunities
To turn theory into reality, it is essential to use software that implements a sales system with a differentiated modus operandi, presenting routines designed precisely to avoid generic and impersonal policies.
From the user’s perspective, it will be possible to count on an optimized platform, with a unique design and features oriented towards the user experience. Another extremely important point is stability. After all, by adopting a robust and reliable solution, the commercial department will be able to work with the space of cyber security, with protected transactions, maintenance and support, with personalized support, to ensure that no obstacle breaks the interactivity or disrupts the purchase journey.
We conclude the article with examples of customization for brands that want to explore what is most transformative in Brazilian e-commerce, since customization is a very attractive possibility to attract and retain customers, creating beneficial connections for all parties involved. Certainly, the current context of consumption has shown the urgency of products and services that fit the demands of exclusivity, which exposes the impact of innovation and differentiation from others.
Products: Share product page on social media — Facebook, Instagram, WhatsApp, copy link;
Products: product replacement when out of stock — widely used in the market, when a product is not available, it offers options to replace the product with another;
User registration: consulting on the financial result of the company — integration with specialized services for consulting on unsolved problems or limitations in the market;
PDP: Product Comparison — Compare multiple products of the same category and consideration with the highest rated products.
*Stallin Silva is the CEO of Stoom, the company with the highest level of personalization of the e-commerce experience. Master of Computer Science at the State University of Campinas (Unicamp).
About Stoom
Founded on the expertise of three Unicamp alumni, Stoom stands out in the e-commerce market with its 100% customizable platform. It acts as a true technology and innovation partner, specializing in the development and implementation of customized solutions for e-commerce. Located in the high-tech center of Campinas, it has been on the market since 2014 and currently serves around 20 major companies, such as Petz, Tenda Atacado, Starrett and Sportbay (Grupo Pro Tork). See more here.
