Just got back from the Mini Cooper dealership here in Sao Paulo. The Mini Cooper S I ordered has finally arrived (after a dreadful wait). My 7-year old daughter and I had loads of fun at the Mini Lounge selecting the accessories to make it my Mini.... bonnet stripes, checkered-flag mirror caps, 17" web spoke alloy tires.
Customization is a beautiful and powerful marketing concept.
As a consumer, the design-your-own movement is an empowering experience. Consumers feel special, unique, differentiated, which ultimately builds a greater affinity for the brand.