It’s the “Age of the Consumer.” That’s not news. The lead articles on retail are chocked full of stories about how consumers are now empowered through their mobile devices and online shopping. Consumers have indeed changed their behaviours, and more importantly their expectations. With the ability to shop any time anywhere, consumers have come to expect new levels of personalized service. This age of retail has truly become all about what you can do for me. Personalized just for ME!

Nike has made an outstanding business of allowing consumers to go online, or in-store, to design their “own” shoe in custom colours and style combinations. Three iconic silhouttes, 400 premium materials, and endless design possibilities – that’s all I want.

ALALA, an American women’s activewear brand, is offering custom tights with complimentary monogram. Be the designer and create your own tights and make it one of a kind. With hundreds of colour combinations to choose from, you can let your creativity flow. As the perfect finishing touch, add a complementary silver reflective monogram. The ultimate symbol for “that’s me”.

The old days of retail were “buying something off the rack”. In today’s world, consumers want to be able to customize their fashion, PCs … and even order customized pizza from their smartphone while they are driving to pick up.

Personalisation in retailing is a key feature to consider in today’s fierce competition. “My choice” is more than a slogan, it is the recipe for success in a consumer centric omni-channel world.