Customerization is a neologism and can be defined as the customization of products or services through personal interaction between a company or brand and the customer. A company is customerized when it is able to dialogue with individual customers and respond by customizing its products, services and messages on a ”one-to-one” basis. But it is also a form of personalization that allows the customer to modify or tailor a product or service according to their needs.

In my opinion customerization represents a real opportunity for many brands interested in engaging customers and communities of prospects. Customerization certainly does create involvement, is engaging and will, if done properly, become the talk of the town.

I have searched for some (cute) examples. Haven’t found many, but here are a few. If you have more examples, please do share in the comment box below.

Creating your own Heinz Ketchup

Heinz offer a solution where you can customize your message on a number of Heinz products. So far this solution is offered in USA and Canada only. Too bad.

Could even be great for restaurants to promote dessert, coffee or… Or for the company canteen.

For birthdays or other events, this gimmick might be the most talked about experience from the event.

More info at My Heinz

Your face or brand name on an official US stamp

I love this one. And I think it might turn out to be a great add-on for a successful direct mail campaign. I guess you would have to post your direct mail from the USA, though. Hope that some of the European postal companies will pick-up on this soon. How about Swiss Post – they are usually very innovative?

More info at PhotoStamp.com

Design your M&M’s

Sure your children, grand children or your friends children will love this one. Or perhaps your chocolate loving spouse ? The image here doesn’t do the concept justice. I think this is one of the customerization products one have to see physically. What happens is that you get a message on one side of an M&M and a picture on the other side. The picture will look like the illustration on the very right. And of course you get to choose your favorite M&M colors. Cute, ehh?

More info at MY M&M’s