In addition to the more rational benefits of a personalized product, there are emotional ones as well. When customers are empowered with input, they form a connection to the product.
Instead of the same coat or suitcase as everyone else, they now have something that’s unique to them. This forms a powerful affiliation not only to the product, but also to the brand, and helps create a loyal customer.
In the short term, this can lead to word-of-mouth referrals, and customers excited to share their purchase through social media. Long term, you gain brand advocates who will be more likely to purchase from you again.