What the travel industry can teach marketers about customisation
Customers are demanding that their individuality be serviced without additional cost, so what can marketers do to give them what they want and deliver ROI? Take notes from the travel industry says Michael Londregan of Virtuoso Luxury Travel in this guest post.
There is a revolt of the masses and it is all about the individual.
Today’s consumer is powered by their preferences; they want to choreograph their own style and it is driven by the inspirational freedom of mass customisation – I want it my way, made to measure, in line with the brief, and don’t bother telling me to compromise.
Once customers were enchanted by stepping foot into the sanctity of a refined department store with its chandelier ceilings, glinting mirrors and perfumed sales staff.
