Key Takeaways:
- When done right, personalization can drive higher order values and repeat business.
- Tracking total order size over individual sales reveals the true ROI of product personalization.
- Optimizing operational efficiency creates a seamless experience that keeps customers loyal and engaged.
The ability to stand out and create unique customer experiences can make or break a business.
For example, ProStockHockey.com has transformed the shopping experience for amateur hockey players, delivering pro-level gear with quick turnarounds.
The key to its success? Personalization.
In our interview, David shares his insights on the return on investment (ROI) of personalized products and how businesses can measure the success of personalization initiatives.
Who Is David Duerr?
David Duerr is the founder and CEO of ProStockHockey.com. He has started and led several companies in digital marketing services, distribution, hockey, wireless broadband and specialty pharmacy. He was born and raised in North Tonawanda, NY, graduated from Valparaiso University and currently resides in Chicago, Illinois.
While a powerful strategy, many brands struggle to determine the true ROI of personalized offerings.
This happens because they focus on the direct sales of the personalized products instead of the total profitability on the entire order, David says:
“Offering differentiation in a small number of products is likely the primary driver for why the customer is ordering from you. You need to stay focused on the bigger picture.
There are the traditional measurements – what is the cost and selling price of the service, and what is the profitability. But more so, we look at it as the total order size that was placed with the personalized products. We do sell hockey equipment that can be purchased from other retailers.
As an example, when a customer orders a pair of personalized hockey gloves but then also orders a helmet, shin guards, and elbow pads, that tells us that because of our differentiation with personalization, we also sold many other items. Total revenue per order, which includes personalized items, is a key measurement of our success.”.
Another challenge is maintaining quality and meeting customer demand at scale.
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As personalization grows in popularity, brands must ensure that their operational capacity — in terms of people and technology — can handle the increased volume without sacrificing customer experience.
For ProStockHockey.com, there is no margin for error — the company receives hundreds of orders per day.
“We always stay ahead of the demand growth by ensuring our people are trained and the equipment maintained and functional.”
ProStockHockey.com has built its business by offering something competitors don’t — just as other niche businesses have found growth by focusing on what makes them different.
Measuring Personalization’s Impact Beyond Sales
According to David, the key to measuring the ROI of personalization lies beyond the immediate sales of personalized products.
This is why tracking order value rather than just the actual sale of a personalized product is important.
Businesses can better assess the long-term value of personalization by analyzing order size, such as when customers purchase multiple items alongside a personalized product.
“When a customer orders a pair of personalized hockey gloves but then also orders a helmet, shin guards, and elbow pads, that tells us that because of our differentiation with personalization, we also sold many other items.
Total revenue per order, which includes personalized items, is a key measurement of our success,” he explains.
This strategy has paid off greatly for ProStockHockey.com.
Repeat orders from loyal customers have been a major driver of their success.
Customers not only return to purchase more but also advocate for the brand, further spreading awareness via social media and word-of-mouth.
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The takeaway?
The introduction of personalization helped boost customer engagement and foster loyalty.
“Our customers are loyal fanatics and their reorder rates are through the roof. We have been so fortunate that our customers use their social media accounts to spread the word about ProStockHockey.com.
Our customers share their experiences with their teammates and it has fueled year-on-year growth since we launched our website,” David tells me.
In addition to repeat business, David notes the importance of key performance indicators (KPIs) like the percentage of orders that include personalized products.
The more customers choose ProStockHockey.com for its unique offerings, the higher the business’s ROI from personalization becomes.
“My driving metric for measurement is the number of orders that include personalized products vs. total number of orders. Since ProStockHockey.com is the only hockey retailer providing personalized sticks and gloves that ship the same day, the customer is likely buying from us because of that differentiation.
The more orders we received that included personalization, the more we were likely the only place they considered for making their purchase.”
When done right, personalization isn’t just about selling a custom product — it’s about creating an experience that keeps customers returning and drives long-term growth.
By offering a unique service that competitors can’t match, ProStockHockey.com has positioned itself as the go-to retailer for personalized hockey gear, strengthening its market presence year after year.
