Personalisation is here to stay

February 6, 2018

Personalisation has been identified as one of the key online marketing trends this year.


The online market is a busy place, with seemingly endless information available at customer’s fingertips, which makes it even easier to get lost. This is why we see more and more customers preferring personalised experiences, from personalised products to one-on-one communications. Many brands have recently introduced chatbots as one way to allow such a communication and with recent development in technology these have become more intelligent and customisable. By the end of 2018, Forbes Magazine sees chatbots becoming a norm in the online marketing space in order for brands to offer customers a large-scale yet personalised experience.

While personalised communication is one aspect of this trend, we also see personalised products on the rise. In the beauty and wellness industry, we’ve already seen a shift whereby brands have embraced this trend and turn towards a more bespoke offering for the customers. Mintel, the global award-winning provider of Market Research recently released their beauty trend guide for 2018 pointing out that people’s behaviour is the new target measurement rather than simple demographic targeting. “Consumers want products that fit their own personal routines and meet their own sensitivities. The beauty consumer is more than just a part of a demographic, a generation, or a gender – they are an individual”.

EYEKO London, a brand which offers bespoke mascara to suit an individual’s eye lashes, is an excellent example of this.  How? Consumers are asked to answer a simple 3 – step question, describe their natural lashes (straight, curly, full, etc), the most important attribute when choosing a mascara (from extra volume, length & definition, to water proof and more) and the preferred mascara brush shape. Based on these answers EYEKO will create custom made mascara for every consumer.

Think this trend is not for you? Think again! Take a look at some of Navigate’s clients and their personalised product offerings outside of the health and beauty range.

Biscuiteers Personalised Biscuits for any gifting occasion (image at the top)

The London based biscuit boutique offer personalisation for their main three product categories (biscuits, chocolates and cakes) for occasions such as birthdays, engagement, baby shower gifts, Valentine’s Day and more.

Trilogy Personalised Denim Experience

Trilogy is a premium denim specialist with the aim to find every woman the perfect pair of jeans. In addition to their products they also offer denim Consultation Service – a relaxed and enjoyable yet personal experience where a trained stylist will offer advice on everything from fit to fabric and washes, to find the perfect pair of jeans for each customer.

Proporta Personalised Engravings for Phone Cases

The British company specialises in high quality and fashion-forward cases and accessories for iPhone, iPad, Samsung and more. With their additional Personalised Service, customers can now engrave their cases based on individual’s wishes.

Truprint Personalised photo gifts

The British company offers personalised gifts and photo prints. Customers can now use their photographs, Instagram and Facebook pictures to create a range of personalised gifts, from classic photo books and canvas prints to calendars, magnets, keyrings and more.


Catherine West, Senior Account Manager 

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