Trends come and go, but personalized products are proving to be a full-blown consumer movement that continues to reshape the retail industry. The global market for personalized gifts was valued at $41 billion in 2023, and Zion Market Research experts have estimated it will reach $142 billion by the end of 2032. With those types of projections, diving in now and establishing your brand could prove quite valuable to your company’s bottom line.
As a retailer, differentiation is crucial in today’s competitive market. Offering personalization through engraving can be an instrumental strategy to attract new customers, enhance your product offerings, and stand out in a crowded market. From engraved jewelry to personalized drinkware, people are searching for products that are unique and meaningful.
So, how do we successfully implement this plan to deliver these products to our physical and virtual shelves? Let’s explore together, step by step, how you can incorporate engraving into your retail product line, from concept to shelf.
Product selection
While buying engraving equipment might seem like an obvious first step, there are some aspects you need to consider before jumping in. The products you select for engraving will dictate what machine technology you need, the machine engraving area required, and expansion capabilities you want your machine to have. You should also remember that not every product lends itself to customization, so selecting the proper items is crucial.
Popular materials for engraving are solid, organic materials such as wood, leather, glass, coated metals, and some plastics. In the retail gift market, typically CO2 lasers are used to personalize items like leather journals, wallets, bags, etc.
Drinkware has also been a highly successful product for many years, and manufacturers continue to innovate in this space, introducing more products that lend themselves to personalization. Names, initials, and logo designs are typical on tumblers and glassware. Similarly, wooden cutting boards, coasters, and tech products like phone cases offer a perfect canvas for laser engraving. Customers love to add family names, monograms, personal messages, and quotes to these types of items, which instantly convert them into a more personal, cherished gift.
Beyond just selecting customizable products, consider those that have an emotional connection. People are drawn to items that commemorate special occasions like birthdays, weddings, and anniversaries. Engraved picture frames, glasses, and keepsake boxes are perfect for these life events.
While there are many products on the market that lend themselves to customization, don’t limit yourself! CO2 lasers can cut and engrave many materials, which opens a world of possibilities to the artistic, creative types. Creating your own products out of various materials can instantly set you apart from your competition and create a loyal customer following. For existing, established retailers, there’s a good chance some of your current product line is customizable, so start with what you have and build on that. You are only limited by your imagination!
Equipment investment
As with most skills in life, we start with the fundamentals and foundational principles. In other words, we have to walk before we can run. With today’s technology, engraving equipment is more accessible and affordable than ever. Selecting the right machine can positively transform your business while selecting the wrong one can send you down a path to utter frustration.
It is important to note that not all engravers are created equal. Sure, they all operate on the same basic principles, but you must consider some key factors when making your selection. Engravers — whether rotary or laser — come in different sizes, laser technologies, wattages, and price points.
Depending on the scale of your business, you may elect to go for an entry-level machine with a smaller engraving area or for a larger industrial model that offers a larger engraving area or higher laser wattage that will allow you to scale your production. Again, your product selection will dictate your machine selection. Your product materials, finishes, and sizes will help you choose what engraving technology and machine size will work best for you.
For example, CO2 lasers are the most common option when starting out due to the diversity of materials they can process, but a jeweler who wants to personalize precious metals, for example, would benefit from a rotary engraver or fiber laser technology rather than a CO2 laser. Also, keep in mind your business will depend upon the machine’s quality and uptime, so ensure the machine you choose, along with its manufacturer, has a long history of success and support.
While most people focus solely on the machine, you also need to consider the design software the machine uses to operate. Many manufacturers bundle their own software with their machines, while some recommend other graphic design programs on the market. You want to select a machine with software that will not only support your design needs now but also give you options for capability expansion as you grow. Some manufacturers also offer custom software solutions for your specific brand needs to make it as simple as possible for your employees.
This is a great option for companies to leverage increased product sales with little to no graphic design capabilities. You should always consult with industry sales professionals to help guide you through the process and determine the right fit based on your product selection, design capabilities, and growth goals when making an equipment investment decision.
Design & customization
Now that you have selected your products and the right machine, you can begin to structure your design options. This is the moment you decide just how creative you want to be. The design options to make your products truly unique are virtually endless.
Offering vector art optimized for engraving such as themed symbols (e.g., geometric patterns, floral designs, or sports) along with a set group of font style choices can give your customers a quick and simple option. Many shops offer a bit more with full customization capabilities, allowing their customers to upload their designs or collaborate with their team to create something more unique. The fact is, you will likely have both types of customers, so a diverse menu of options will allow you to cater to each customer, resulting in more sales.
Additionally, e-commerce technology is advancing rapidly, and many online retailers offer an interactive design experience for their customers. This option engages the customer and provides them with a preview of their product selection with their design superimposed. Giving font, symbol, and position choices further elevates the experience and provides a sense of confidence and ownership in their choice.
This type of solution can also be implemented in-store, where customers are not only involved in the design process but also get to see the machine engrave their product right before their eyes. This strategy provides a more powerful impact on customers and can encourage impulse buys. This in-store buzz can also pay dividends, creating free marketing through word of mouth and social media posts.
Workflow & production
With any successful business, careful planning and process implementation are essential to smooth operations. Laser engravers are precise and relatively fast, but owners must consider the design and cycle times to maintain efficiency and profitability.
A small shop might offer same-day service for products such as name badges or an engraved charm. Larger shops producing more volume use bigger machines with larger engraving areas to accommodate several products at once to maximize efficiency. Some companies may also use multiple machines depending on order flow, particularly during seasonal peaks. Custom jigs or fixturing can also help facilitate batch engraving to save time and labor costs. These work particularly well with irregularly shaped items, and most can be created easily on your CO2 laser with readily accessible sheet materials like acrylic or wood. Utilizing fixtures can also reduce costly errors while increasing your engraving consistency.
In addition, larger shops or online stores can now automate their engravers with their inventory management and order processing systems. When customers place an order online, the automated system will send the product and customization information from the order straight to the engraver for processing. This eliminates manual order entry and helps reduce unnecessary errors, which saves owners on overhead and waste costs.
Marketing & customer engagement
We’ve discussed some of the methods used to create an interactive experience for your customers with design, but the final piece of the puzzle to success will be reeling in the customers at the outset. Showcase your personalization capabilities across all your channels: website, social media, email marketing campaigns, and in-store displays. Customer testimonials are also a great way to engage your potential buyers with your customers who have had a positive buying experience.
Constructing marketing campaigns for limited-time offers or promotions around special occasion holidays such as Valentine’s Day, Christmas, or Mother’s Day can help drive business by creating a sense of urgency. Keep customers returning by introducing loyalty programs with discounts or free engraving for your frequent customers. Always include these programs and promotions on your website, social media, and in your email marketing.
Never forget the power of user-generated marketing. Encourage your customers to share photos of their personalized products on social media, tag your business, or use a specific hashtag. Remember, personalization isn’t just offering a product; you are selling an experience. Your customers are looking for something unique, tailored specifically to them and whoever they may be buying for. These feelings captured and shared in photos and videos can help build your brand and social community.
Implementing engraving into your product line is a wise way to tap into the ever-growing demand for personalized products. By selecting the right products that consumers want, investing in the proper equipment and software for your design needs, and streamlining your workflow, you are well on your way to building additional revenue for your business. With creative design options and memorable marketing strategies, you will begin fostering exceptional and personalized shopping experiences that will keep your customers coming back again and again.
