Dr Martens are running a campaign allowing consumers to create a boot design at http://dmbootdesign.com/

After selecting the boot canvas (8-hole or 14-hole), and then using the sites pen and paint tools, or using their own tools, 2 consumers will be selected to have their boot designs manufactured and sold in shops worldwide.  One will be chosen by the people, and the other by a panel of industry insiders.

This isn’t the first campaign of it’s type, but it is still a good fit for the brand.  It’s a pity that they don’t provide an option for consumers to purchase their design, even if there was a premium price point.

Personalisation is a trend we see continuing and whether your brand is a car, or a toothbrush, providing consumers some way to be involved in the creation is a clever strategy.

There is certainly a growing trend for small companies to support the growing demand for personalised products.  E.g. Brewtopia in Australia allows consumers to personalise their own beverage label.

Vuru.com takes personalization to the degree where it provides customised daily supplement pill packs sent out as several months supply. They have created several starter pack formats linked to lifestyles, but you can also completely personalize your own.  Great for people who are taking several different supplements.  The site also contains a Vitamin Concierge, which is free for consumers that take 15 or more pills per day. 

And now we can add Customised Tea to the list of personalised products, (although it’s currently only available to US and Canadian consumers).  Known as Design a Tea, the company provides the ability for consumers to select a base tea to start with (Black,Oolong, Green, or Rooibos), and then add 1 or 2 flavours from the more than 40 available. The final step involves selecting the tea format (loose or bagged).  A personalised message can be included on the packaging if the product is being purchased as a gift. Pricing starts at USD $4.75 for 10 bags or 22g of loose tea.   And if the choices are too overwhelming, there is an assortment of pre-designed blends.

mySupermarket is a free shopping and comparison website for supermarket shoppers that includes direct links with the big 4 UK supermarket chains.

Consumers select their favourite store from Tesco, ASDA, Sainsbury’s and Ocada, and then proceed to add items to their virtual trolley.

Each product also shows the weight or volume, price, special offers and price per unit, as well as detailed nutritional information.

Once you get to the checkout the site’s Trolley Checker tool displays the cost of purchasing those contents at each of the 4 online stores. In addition a Price Checker tool recommends changes to save you money. There is also a Health Checker tool to help remind you of healthier product options.

mySupermarket definitely provides a valuable service which puts it in good place to be a kind of Supermarket Concierge.