Personalising the Consumer Experience

Personalising the Consumer Experience

Today's consumer is seeking new and innovative products that have the scope to provide a truly personal experience. The trend towards personalisation and customisation is not a new one - Mini was the first car manufacturer to allow bespoke selection of interior and exterior design features and the same principles now apply to design of jackets, trainers and other clothing. Personal care is ripe for personalisation and we have examples of fragrance blending and bespoke skincare and make-up offerings. The way in which consumers want to create a bespoke product experience is evolving. Generational, lifestyle and culture influences are all driving the desire to have unique products.

Clearly customisation has to be commercially viable: this is where the analysis and understanding of consumer demands is essential and where sensory and consumer science needs to evolve. Shaping truly individual and tailored products challenges research approaches based on traditional measures, interpretation and data collection, and requires more agile solutions. Advanced digital technologies and use of AI in product analysis could help streamline the process. Certainly creating a unique product experience will demand that consumers are at the centre of the product development process.

Undoubtedly, personalisation will be a hot topic at the 13th Pangborn Sensory Science Symposium, being held in Edinburgh. The focus is 'Engage with the Future' - exploring the how the sensory science field is evolving to meet the new and innovative demands presented by society whilst learning to be agile. Sensory Dimensions will be there, come and visit our Botanicals Experience and catch up with some of our team.