Personalized Packaging

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Personalized Packaging

• with
• Alex Zelikovsky Bob Scherer

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Personalize Packaging

• Marketing to a quantity of one
• Every package is unique, printed in days
• Marketing to a quantity of a thousand
• Same technology used to target one is used to
  do 100s to 1000s of sales samples or
• niche market packages.

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Indigo Omnius - WebStream
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Custom Packaging for the
Custom World By Alex Zelikovsky azelikov_at_gsb.
uchicago.edu 415-302 1844
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the only products we are NOT likely to sell
are cement and gasoline - Jeff Bezos 1998
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Next Step Customization

• The products do not exist
• until the Consumer creates them
•  
• In Amazon terms, they would have to write the
• book for you right when you place your order!
• Imagine you are entrusted to develop a supply
• chain that can support such a business model
• Imagine the role of packaging in such world
•  

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The Brand

• Personal
• Knowledgeable
• Pampering
• Sophisticated
• Innovative

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Product Offering

• Custom
• skincare,
• cosmetics,
• haircare fine fragrances
• that dont exist
• until the customer helps create them.

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Custom Fragrance
You name it The Brand is You
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One Customization
meet Lisa unique customization 1,536,432 .
has dry skin in winter months . wants a light
lotion . has very sensitive skin . drinks 2
glasses of water a day . has a few laugh lines
Lisas divine moisturizer
Ive tried everything and nothing has worked
better than my customized moisturizer. Even my
husband noticed the difference. Im hooked on
Lisas divine moisturizer. - Lisa California
LISA
HYDRATE moisturizes with naturally derived
humectants from sunflowers
CALM soothes sensitive skin with aloe
SMOOTH infused with papaya enzymes to reduce
fine lines
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Operations Business Need

• Bring customization and the power of 11
  relationship to the consumer in every way across
  package, product, fulfillment and customer
  contact
• Greater personalization in packages and product
  information (ex Digital Labels, Name/Logo
  Jewels)
• Higher level of package quality and look
• Higher degree of package personalization (ex
  co-packed pump, different form - tube vs. bottle)
• More information with the order and a better
  branded experience when product arrives (ex
  claim sheets, shipping tubes, invoicing)

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Packaging Choices and Accents
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Custom Packaging Supply Chain

• Trade Margin for Risk
• - Focus package supply to firms with small lot
  production prestige capability
• Add Complexity at Latest Possible Point of
  Differentiation
• Package accents customization at D.C.
• Digital Label (with her name on it, created by
  her on a specific date)
• - Allow consumers different package choice
• Leverage capabilities (RD, Eng., QA) of
  suppliers

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Whats Next

• More Package Personalization Demanded by
  Consumers
• More Innovative Supply Chain Approach
• Reduction in Lead Time and Supplier Minimums
• Digital Printing Technology On Demand
• Brand Managers Thinking of Packaging as a
  Strategic Enabler in the Broader Brand Positioning

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Questions

• Alex Zelikovsky
• azelikov_at_gsb.uchicago.edu
• 415-302-1844
• Bob Scherer
• Bscherer_at_clddigital.com
• 262-569-6732