This is a quick read about “Personalization”; the origin, the purpose, use cases and My Spectant.
The Origin
Personalization can be considered to be a very recent innovation; it began between 1920 – 1980 with the introduction of “segmentation”. The US market wanted to increase its shares hence they proceeded with various products with different models to reach each different customer’s age, life styles and spending power (The History Of Personalization In Marketing)
The Purpose
The introduction of segmentation was to increase the market shares of certain brands, in which issuing a product with different models catering for each customer’s different lifestyles and preferences. In addition, the purpose of personalisation or segmentation is to offer a unique customer experience. Once the customers finds either the product or the services relatable, they would become more comfortable with the brand, leading to retention and positive word of mouth.
Use Cases
It is quite safe to say that personalization is an everyday thing in 2024. To be quite honest, I like my experiences to be tailored. Things such as suits, shoes or even personal color; if you know and have your preferences the experience that you will get is exquisite.
Dgrie (https://www.dgrie.com/th/)
This is my go to suit bespoke tailor. They have a different range of fabrics and styles of suits as well as shirts. This also includes pants; pretty much the whole tailoring businesses. Anyway, its a brand that I’ve been using for over 10 years and fair to them they always exceed my expectations. Shop is located both at Siam Square and Sathorn; Siam is easy to commute but if traveling isn’t limited try to visit the Sathorn branch as well.
Refinement (https://refinementofficial.com/)
When you have custom tailored suit, why stop there when you can also have your shoe made 1:1. Located at Central Embassy, this shop caters you from suits to shoe. Their shoe brands ranges from John Lobb to TLB Mallorca which is became my favorite shoe. Service is pinnacle and definitely recommend you to visit it once in case for the gentlemen who is keen to find your glass shoe.
Color Place (https://colorplace.co.kr/)
This was one of the most newest “personalization” experience I had this year. They basically analyzes and recommend what kind of colors would make you look good in. I haven’t fully followed all of their recommendations but it did gave me a new perspective when I’m out shopping for shirts or suits. The experiences was really great and had a really good time there.
My Spectant
So personalization has really maintain its existence since its inception. We have seen its continuous evolution from the 1900s up until 2024. All these personalization were somewhat, in my sense, are external personalization. Hypothetically thinking, what if the personalization could also be done for internal factors?
Such factors such as using your personal information (ie. health data) with consent, to create experiences that is personalize to the point that is a 1:1 and not just a generic segmentation market fit experience.
I think we are on the verge of that now; using my personal health data to see which nutrients my body can easily in take and which is hard. From that, nutritionist can recommend me a healthy diet based on what my body is lacking and/or what body requires in order to stay fully optimal.
It may be a little far fetch but I believe we are heading towards that direction now.
Just an imaginary perspective, but thats My Spectant.
My Spectant 
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