Gone are the days when getting to know the consumer means learning their name. Today ‘personalisation’ plays a significant and growing part in brand marketing with apparently endless possibilities due to new technology.

In the past few years we’ve seen some of our favourite brands adding a personal touch to their campaigns, effectively allowing consumers to create something unique to them, bringing the brand closer to its target audience.

Starting as a concept driven by social campaigns, such as the Coca-Cola ‘Share a Coke’ activity in 2013, where social media users could share a virtual bottle with friends or download personalised wallpapers for their desktop or phone, the concept of ‘personalisation’ has now developed through personalised packs which can either be fulfilled online or in-store.

Not only being utilised by younger, tech-savvy brands which are embedding personalisation in their heritage from the outset, the concept also enables traditional brands to engage with their public on a deeper level and demonstrate their relevance. With customers becoming more and more impatient as accessibility to technology expands, nowadays even long-standing brands are fighting to retain brand loyalty.

Another brand tapping into the ‘personalisation’ tactic recently is household name Marmite. The British-born brand launched its social campaign inviting fans to purchase a jar labelled with a name of their choice, available through a Facebook app and at a store pop-up in Westfield Shepherds Bush.

Nestlé launches the brand new KitKat Chocolatory, which is popping up in Westfield Stratford for five weeks

Also aimed at enticing millennials is Nestlé’s leading chocolate brand KITKAT’s latest initiative. The brand has created its very own ‘Chocolatory’ pop-up in Westfield Stratford, where brand fans are able to choose a bespoke eight-finger bar from flavours created by Michelin-starred chef Michael O’Hare, encased in their very own personalised box design. All produced within minutes.

KitKat fans can select their own premium KitKat bar, and customise its packaging

Nowadays, even clothing brands and books are tapping into the trend. In September, Ralph Lauren opened the doors to its flagship on Regent Street which includes the ‘The Polo Custom shop’, an all-new concept dedicated to fans who want to personalise their purchase, enabling them to view their creation in 3D format before making the purchase.

Finally, the online service ‘Lost My Name’ is offering another insight into how personalisation is spreading across many different audiences. The website offers parents a chance to create bespoke books digitally.

This is but a snapshot of a few brands that have incorporated personalisation into their core strategy in recent years. This shift has allowed brands to continue to grow with technology, and to be more targeted. These activities are allowing consumers to create new experiences and express their individuality, whilst also encouraging shoppers to share this content through their social channels and build the brand’s digital presence organically.

It looks like personalisation is here to stay on and offline – and it’s only set to become more and more sophisticated as technology develops.