Today, anyone with a DTG printer, dye sublimation solution or heat transfer vinyl setup can provide a mass customisation service to their customers, all onshore and on-demand. It is those businesses that can also extend the experience to their online presence that are best placed to take advantage of the customisation revolution.
But beyond the timing and technology fusion, what’s continuing to drive this revolution? The lies in how people interact with items that they are customising online.For example, the process of choosing an item’s colour, style and embellishment triggers an imaginary path in the purchaser’s brain and feelings of how it would feel to own that object.
Further to this, studies into consumer behavior have shown that the representation of the final design in-situ can also greatly increase the final decision to click buy.
This is one reason why directly garment sublimation paper printing has been so successful. With the input of five simple pieces of personal information, website visitors are presented with no less than 24 customised garment designs—immediately sparking that imaginary path in the purchaser’s brain about how it would feel to own those items.
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