November 30, 2011, 9:11 AM

Personalized gum

Even a consumer packaged goods manufacturer such as the William Wrigley Jr. Co. can get into the e-commerce personalization game.

Thad Rueter

Senior Editor

Lead Photo

Even a consumer packaged goods manufacturer such as the William Wrigley Jr. Co. can get into the e-commerce personalization game. Online consumers who visit MyExtraGum.com can upload photos and messages for custom packs of gum. Shoppers can select fonts and colors for the packs, and use suggested designs from the e-commerce site’s gallery for the personalized gum. Wrigley isn’t ignoring social media, either, as consumers can share designs via Facebook and Twitter, each linked via the e-commerce site. The service isn’t cheap: Customers must order at least five packs of gum to use the personalization feature, and a custom pack, which contains 15 sticks, costs $4.99 (with discounts for bulk orders). But it shows that a simple product such as gum isn’t beyond the latest e-commerce trends.

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