How enhanced customisation pushed brands’ sales growth

Feb 28, 2023Updated Jun 9, 20251 min read

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 customization 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 customized to their individual specs.

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

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Mei Ling Tan

Contributor · RetailNews.asia

Mei Ling Tan is the Editor of Retail News Asia, where she leads the editorial team in delivering in-depth coverage of Asia’s dynamic retail landscape. With over a decade of experience in business journalism, Mei Ling is known for her sharp analysis, deep industry insights, and commitment to uncovering the stories behind Asia’s most innovative retail brands. Before joining Retail News Asia, Mei Ling held senior reporting roles at regional business publications, covering everything from consumer trends to digital transformation in retail. A graduate of the National University of Singapore with a degree in Communications and New Media, she combines journalistic integrity with a strong understanding of evolving market forces. Outside the newsroom, Mei Ling is a frequent speaker at industry panels and a mentor for young journalists.

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