The retail landscape is undeniably volatile, with consumers more cautious about spending — but personalization offers a powerful way forward. Video commerce, in particular, has become a standout strategy, enabling more tailored shopping experiences while strengthening brand communities. Brands like Clarins are leaning into this shift, using live video not just to drive engagement, but to build deeper, more meaningful connections with their customers, as they discuss in a recent episode of the forecast podcast.
Recently, several brands have doubled down on customizing the shopping experience, as this is much harder for competitors to replicate. Good ol’ differentiation, and all. Here are some cases you might find interesting:
Crocs - embracing the “Ugly” with accessories
Crocs are cool again, and their comeback story is an interesting case study! By truly embracing their unique design and leaning into the “ugly” - a criticism the brand has frequently faced on their design - they have made an impressive turnaround, as consumers responded well to this quirky and slightly DGAF messaging.
What has truly made a big difference for Crocs is the launch of “Jibbitz” - decorative charms people can use to customize their shoes. According to CNBC Jibbitz accounts for just over 8% of the brand’s revenue, an impressive $271 million dollars and a whopping 75% of the brand’s customers purchase Jibbitz to accessorize with!
Sephora - Beauty Insider, the ultimate loyalty program
Sephora’s Beauty Insider loyalty program has been around for decades, and the brand keeps expanding on the goldmine.
Going from offering small birthday presents during the members’ birthday month to being a full-scale personal shopping experience, Beauty Insider now personalizes product recommendations, gives access to special events and discounts through its tiered member system, allowing members to rise through the ranks with the perks to follow.
Nike - What if you were a shoe?
“Nike By You” is Nike’s exclusive co-creation service offered to its members, giving the brand’s fans the possibility to completely customize their shoes, down to colors and materials.
It’s a fun and engaging way to shop, consistently driving traffic to Nike’s ecommerce store and allowing for the ultimate self-expression through footwear.
Le Labo - It’s all in the name
Sometimes customization doesn’t have to be as elaborate as a bespoke shoe. Sometimes, it’s all in the name.
Luxury fragrance brand Le Labo has offered custom labels on fragrances purchased in-store for years, with great success. This is a surefire way to ensure continuous foot traffic to its locations, with custom label printing on the spot. Add your name and date to the freshy blended perfume as a memory to keep, just for you.
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