Swap Meet - customization of products and services - Polling Data - Statistical Data Included

American Demographics, July 1, 2001

For instance, the site asks how much the customer likes "nature" on a scale of 1 to 10, 1 being "hate it" and 10 being "love it." If and when the consumer wants, he can get even more specific and reveal the degree to which he cares for parks, zoos, or gardens. Users can even make Me-Prints for other family members or friends to find vacation destinations where everyone can find something to do. "We are moving away from a world where competition is always based on price," says Roberts. "Customers have much more knowledge about what their other options are now because of the Internet. Companies are learning that we have to provide something unique and deeply personal to win loyalty."

Winning consumer loyalty and repeat business is exactly what Wyndham Hotels seems to be doing with its mass customized guest recognition program, Wyndham ByRequest. Guests can join the free program by filling out a detailed preference form: Do you prefer foam or feather pillows? Sweet or salty snacks? A glass of Merlot or a cold Bud in the mini-fridge? Requests are automatically fulfilled each time a customer reserves a room at any Wyndham property. In February, after a year in stealth testing mode, the company launched a $30 million media campaign called "What's Your Request?" to drum up more business. So far, according to Andrew Jordan, senior vice president of marketing, it's doing just that. He says that membership in the program is increasing rapidly, and they've received "only positive feedback" so far. Jordan says Wyndham expects to capture the lion's share of business travelers with the program, and hopes that by collecting information about their customers' favorite leisure activities and sending personalized discounts and offers to those customers, they will also succeed in winning their non-business business as well. Says Jordan: "We're confident that once people experience our level of service, they'll be loyal repeat customers, because we're the only ones doing this right now."

But not for long. "As people come to enjoy customized offerings in some facets of their lives, at prices they are willing to pay, they begin to expect them in other facets as well," writes Joe Pine in Markets of One. "Indeed, mass customization will be as important to business in the 21st century as mass production was in the 20th."

Move over Henry Ford.

ME GENERATION

Younger consumers are more likely to be interested in buying or using all types of products and services customized specifically to their needs and tastes.

THAT'S MINE

In December 2000, almost half of all adults online had personalized a Web site, up from just 9 percent in April 1997.

SOURCE: CYBER DIALOGUE'S AMERICAN INTERNET USER SURVEY, 1997-2000

THE EXTRA MILE

Of those who have made purchases over the Internet, customers with lower incomes appreciate getting personalized follow-up attention more than those with higher incomes.

AFTER MAKING AN ONLINE PURCHASE I APPRECIATE IT WHEN I RECEIVE...

SOURCE: PRIVACY LEADERSHIP INITIATIVE AND HARRIS INTERACTIVE INC.