HP Innovation Journal Special Edition: Retail Transformation | Page 11

“The response was tremendous.
The ‘Flow Your Way’ campaign led to
a 50 percent growth in market share
during that period.”
LINE JØRGENSEN
Brand Manager for Aqua d’Or
variations on ornament themes. Engagement was high
and customers even posted pictures of their water bottle
collections on social media, which she said was unusual
for fast-moving products like water.
CONSUMER CHOICES, PERSONAL NEEDS
Customization also goes beyond packaging and the shop-
ping experience to the products themselves.
For example, Olay Skin Advisor from Olay, a skin care
brand of Procter and Gamble, can analyze a shopper’s
selfie and make a personalized recommendation for skin
care products, says Gemma Andreu, Procter and Gamble’s
hair care division communications director.
Because consumers see themselves as very individual,
brands have to be as targeted as possible. “What used to
be a delight is now an expectation,” she notes.
Now, in our digital world, where consumers want exciting
products that are fun and accessible, brands and retailers
have new opportunities to connect with shoppers.
“Customers don’t need to go to one store to make some-
thing personalized, their favorite brand can deliver on
that now,” she says.
For Gorbea, technology is helping bridge the gap between
product and people.
“It’s not about what the technology can do,” he says, “it’s
what the benefit is for the human being interacting with
what you print.”
This article originally appeared on the Garage by HP.
Visit garage.ext.hp.com for more stories on how technology
is improving our world.
In the past when products were mass-produced, custom-
ers could find some customization through specialized
stores or through engraving and monogramming, retail
analyst Leinbach-Reyhle says.
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