Custom nutrition and personalization are two of the most common concepts in today’s advanced nutrition world. Unfortunately, many have fallen into a common habit of using the words interchangeably when they have very different meanings.
Below are some useful insights into customization and personalization to help us understand better.
The Definition of Personalization & Customization
Personalization is an easy and efficient way of meeting consumer requirements, Including improving and promoting engagement, increasing customer loyalty, and the chances for appropriate dosage and the correct nutritional match. It is achieved by tailoring an experience based on the past habits of a customer.
Amazon, for instance, customizes the homepage for every user according to previous searches, preferences, and shopping.
By definition, customization is “the action to change something to fit a particular person or job.” Yet the two distinguish here: while both customization and individualization are aimed at the same target — a user-friendly interface — there are different ways to achieve this objective.
The Difference between Personalization and customization
Let’s imagine two scenarios:
- You want a dietary plan. You enter an app that loads your past consumption, physiological data, physical activities, and multiple other data points. It recommends you a plan that best fits your body and lifestyle – that’s personalization!
- You want a dietary plan. You enter an app, pick the vegetable you like, choose the sauce and dressing, decide which size fits your appetite, and the protein’s cooking method… – that’s customization!
What do they have to do with nutrition?
In the past years, many nutritional services offered various customization methods to help us receive the right groceries that suit our needs or an expert-driven recommendation for diet.
The next generation of companies offers us “much more for way less.” Companies that harness the power of big data and machine learning (AI) recommendation engine systems offer us personalized offerings based on our physiological data. Thanks to those new methodologies, the user must put less effort into the system as it already has enough data that provides accurate recommendations.
This is extremely important, as, in the current era, we all expect a personalized experience. This is what the online world offers us for ages, from Amazon to Netflix and even new online banking services. We expect the system to come up with insights relevant to our needs based on our data. The most common food-related services are still in the phase of customization, with some adjustments to basket history.
Personalization rightly implemented in nutrition services will:
- Improve customer satisfaction
- Provide better value to the user
- Boost brand loyalty
- Creates a better brand experience
- Improve customer service
- And even, align marketing channels