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One of the consumer trends that is changing the way businesses offer their products and services is the consumer’s demand for personalization. This goes way beyond people wanting their initials on a shirt cuff or their company logo on a hat.

This is about getting products and services exactly how they want them. When they want them.

In the early days of online shopping, this was a novelty. Now we aren’t at all surprised that you can go online and order the color, shape and scent of a candle. But it’s not just online. We have the same opportunities available to us offline. You can customize a car from the factory, and you can blend financial services to the exact specifications you’d like.

Retailers have been forced to adapt to this trend. Business-to-business and service industry providers are still a little slow to the switch. But it can’t be ignored.

We need to get ahead of the curve on this one. How could you offer mass customization to your clients? In a world where every product and service is becoming a commodity, this can really make your offerings unique. So start asking provocative questions. Would patients pay a small premium to choose their surgery time? Would customers be interested in trying on a prototype dress but selecting the fabric themselves? Is there value in adding just-in-time delivery service?

You have two choices. You can ignore this trend and sell the same thing that everyone else does. You’ll become a commodity and watch your prices and profits drop. Or you can explore ways to acknowledge that every one of your customers is unique and demonstrate that your product or service is as well.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2007 Drew McLellan