18th January. Posted in Insights.

Personalisation and customisation are at the forefront of modern marketing strategies and DataLase plays a crucial role in this evolving landscape. This blog will explore how DataLase’s innovative technology is revolutionising the way brands interact with their customers through highly personalised and customised marketing approaches.

The evolution of personalisation and customisation in marketing

Personalisation and customisation have long been recognised as key factors in marketing. In the early days, these concepts were limited due to technological constraints, however, with the advent of advanced technologies, businesses can now offer highly personalised experiences to their customers. This shift has transformed customer expectations; they now seek products and services tailored specifically to their personal preferences.

DataLase’s role in enhancing personalisation and customisation

DataLase has been at the forefront of innovation in the use of its Photonic Printing technologies, consistently delivering solutions for late-stage customisation of products and packaging. VAReLase Cup Solutions is a testament to this legacy of innovation. This technology enables brands to personalise their packaging at the point of sale, unlocking new avenues for engaging marketing campaigns. By allowing brands to connect with consumers in real-time and in a more relevant and personalised manner, VAReLase Cup Solutions revolutionises the way brands interact with their audience.

Benefits for brands and consumers

For brands, the benefits are manifold; the technology enables them to engage with customers in a more meaningful way. By offering personalised products, brands can create a deeper emotional connection with their customers, which can lead to increased loyalty and repeat purchases. For consumers, the advantage lies in receiving products that resonate with their tastes and preferences, enhancing their overall experience with the brand.

DataLase’s role in revolutionising personalised packaging

In this context, DataLase’s technology emerges as a key enabler. By integrating cutting-edge printing capabilities into the manufacturing process, DataLase allows brands to personalise packaging at the point of production efficiently and effectively. This technology is particularly advantageous for premium brands looking to differentiate themselves through bespoke packaging solutions. A study found that 74.7% of consumers are likely to make repeat purchases from more personable brands (IMRG), suggesting the importance of brands embracing personalisation and customisation in their packaging to elevate customer experience.


The era of personalisation in packaging is here, and it’s reshaping the way brands interact with their consumers. From creating a sense of exclusivity to strengthening brand loyalty, the benefits of personalised packaging are multifaceted. As this trend continues to evolve, technologies like DataLase will play a pivotal role in enabling brands to meet and exceed consumer expectations, thereby solidifying their position in a competitive marketplace.