Although personalization is no stranger to e-commerce, few retailers have embraced the concept like the colorful, made-to-order My M&M site, the customized division of McLean, Va.-based candy giant Mars Inc.
Finally, visitors select how they want their M&Ms packaged. Choices vary from a 7-oz. gift bag priced at $11.99 (this requires a three-bag purchase minimum) to a mini glass box that comes in sets of 12 for $74.99.
This setup is ideal for weddings and major events that require personalization in bulk, but the minimum requirement could easily deter a good number of regular shoppers. While it would be sweet to give your significant other a bag of personalized M&Ms for a special occasion, the site’s three-bag minimum purchase might be overkill.
Still, other retailers can learn a lot from
Retailers should also take notice of the comprehensive way in which Mars is promoting its online channel. Although the site launched in 2006, Mars is pushing it now more than ever with an extensive display of TV and online banner ads. According to Nielson Monitor-Plus, Mars spent $13 million on U.S. media for