How enhanced customisation pushed brands' sales growth

Starbucks and Samsung used the strategy to increase sales.

Enhanced customisation helped in driving sales growth of some brands in 2022, Euromonitor International said in its latest study.

More than 49% of global digital consumers aged 15 to 29 said they are willing to share personal preferences with brands online.

An example of enhanced customisation is Starbucks which implemented an app that allows users to choose from over 170,000 options on drink orders.

"This has powered sales growth for the company, with app-enabled US sales expanding over 400% from 2017 to 2022," said Euromonitor.

Another way is Samsung’s Bespoke Design Studio which lets consumers order appliances customised to their individual specs.

It contributed to 3% of sales growth in mobile appliances.