I spoke to journalist Caitlin Fitzsimmons recently about prosumers and co-design in the future of shopping. The following excerpt comes from Caitlin Fitzsimmon, ‘Customer in control: The future of shopping is already here and retailers are battling to keep up’, BRW 07 November 2013.
Personalisation and participation
Personalisation is usually viewed through the prism of customer data. For example, eBay tracks when users buy infant formula or nappies and then updates the offer every few months as the shopper’s baby grows up.
But personalisation is about more than that. One of the best examples is Shoes of Prey, which lets consumers design their own shoes using templates on the site.
Another Sydney start-up, StyleRocks, does the same for jewellery, although its website is not as advanced. Shoes of Prey taps into several key consumer trends – most importantly, the desire to have fun and take part…
View original post 345 more words