The Next Step in Mobile Personalization

And I do mean the next step. Not the mobile Internet, but shoes, the ultimate mobility tool! Earlier this month, a company named Jibbitz was purchased for $10 million by Boulder, CO based Crocs – the company that makes those funky rubber-like shoes with the holes in them that have become all the rage (my friend’s 12-year old son declared me “cool” for owning a pair).. You can read the details in the Daily Camera (Crocs snaps up Jibbitz).

So what does any of this have to do with personalization? Jibbitz makes and sells decorations to put in the Crocs holes. They have Crocs decorations for every major sport and athletic endeavor (in every school color, of course), hearts, bugs, flowers, snowmen, jack-o-lanterns, beach balls, flags from many countries, happy faces, peace signs, animals, fruit, monsters, dice, and even multi-colored spikes – a stunning compliment to Boulder’s unique ‘anything goes’ dress code.

Since their humble beginning as boat shoes & garden clogs in a few muted colors, Crocs has experienced dynamic growth through adding numerous and vibrant colors along with dozens of new styles – boots, flip-flops, sliders, etc. The colors and color combinations are spectacular and allow the consumer to express his or her individuality (a common trait among the anti-fashion Boudlerites in Crocs’ hometown.). Personalization begins at the Croc’s Web site where you can change the color of each style to see which best fits your personality and needs.

With the purchase of Jibbitz, Crocs has embraced the next level of personalization in their market sector. This is no different than the ring tone and wallpaper download phenomenon for cell phone owners. Whether we express our individuality subtly, with a family photo on our computer desktop, or in dramatic fashion with yellow & black shoes with purple spikes, and a bumble-bee tattoo – it is clear that people like to personalize their environment and themselves. Businesses who integrate the power of personalization into their products, services, and customer interactions position themselves to win the minds and wallets of the consumers.

Way to go Crocs! Score another one for personalization.

liz.coker@5o9inc.com