Customised Gifts Boost Sales, Strengthen Brand Loyalty
By: Solomon Nartey Tetteh
Entrepreneur and Chief Executive Officer of Avientful Moments, Aviana Mensah, says the growing demand for customized products is driving higher sales and strengthening customer loyalty, as consumers increasingly place value on personalization.
Speaking on Business Breakfast on Zed 101.9FM, Ms. Mensah explained that customized items carry greater emotional and commercial value than ordinary products, making customers more willing to pay a premium.
“Customization is about creating a personalized item. Customers are willing to pay more because the product has higher value compared to an ordinary item,” she said.
She stated that gifting a flask or bottle, while such items are readily available on the market, personalizing them transforms them into meaningful keepsakes that reflect the giver’s intentions.
“There are many flasks on the market, but when you customize one for someone, you are creating memories. The person understands the thought and intention behind the gift,” she noted.
According to Ms. Mensah, customized products also serve as powerful marketing tools. When recipients use branded or personalized items in public spaces such as the workplace, they inadvertently promote the business.
“If someone carries the customized flask to work and another person asks where they got it from, they will mention the brand. That alone can generate new patronage,” she explained.
She further highlighted how businesses can leverage customization during special milestones such as anniversaries. For instance, instead of distributing plain white T-shirts which are widely available, a company can brand and personalize them to reinforce its identity and relationship with customers.
“A white T-shirt can be found anywhere. However, once you customize it with your branding, it becomes unique. It reminds the customer of the relationship they have with your business,” she said.
Ms. Mensah emphasized that beyond strengthening customer relationships, customized merchandise doubles as an effective marketing strategy. Branded apparel and souvenirs spark conversations and create visibility for businesses.
She stressed that personalization not only deepens emotional connections between brands and customers but also enhances brand recognition and repeat patronage, positioning customization as a key growth driver in today’s competitive market.
