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Mass customization examples are common in the manufacturing and services industries.
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Another example is certain drug brands that come in the form of individualized capsules or pills. markets its products (mix of nuts) in customized shipping containers, labels, and sizes to fit customer preferences. In other words, customers get the choice of customizing the form, quantity, price, and packaging of products that best reflect their personality and style.įor example, Planters Nut & Chocolate Co. It involves the marketing of standardized products and services in unique formats or packages, depending on the needs of different customer groups. Another example is the variety of adjustable mattresses. For example, the e-commerce company Etsy provides personalized leather wallets with customer names and custom sign makers with neon lights for parties. In this customization technique, customers get a standard product or service with the option to personalize, modify, or reconfigure it per their preferences. Here, companies do not need to interact with customers to know their requirements. It serves different purposes under different situations. Another example includes customizable shoes with different patterns and heel sizes. It monitors and considers consumer needs while manufacturing specific products with unique features and functions.įor example, while purchasing spectacles, consumers can choose from various frames along with prescribed lenses. Such customized products guide consumers who are unsure of what they should choose or cannot specify what they prefer from the available options. Unlike transparent customization, this approach requires businesses to interact with individual customers to offer customized products or services.
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Another example is hotels, which provide various ancillary services to consumers based on their behavior. The digital media streaming service Netflix, for example, recommends a list of shows and movies for its viewers based on their viewing history. Companies accomplish this by observing consumer behaviors over time and predicting their preferences without interacting with them directly. It is the process of businesses providing unique products and services within a standard package to specific customers without informing them that they are customized. Source: Mass Customization () #1 – Transparent Customization
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You are free to use this image on your website, templates etc, Please provide us with an attribution link How to Provide Attribution? Article Link to be Hyperlinked Besides manufacturing, this customization approach is highly successful in service industries. The price of the final customized product can increase or decrease from its base price depending upon the desired configurations. Customers get a list of predefined features to personalize according to their choice. The mass customization strategy combines low-cost and high-volume manufacturing. Stan Davis, a business thinker, first introduced the concept in his book “Future Perfect.“ The flexible manufacturing process involves using computer-aided information and individual customization to design and develop a custom-made product.
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Using this business strategy, a company delivers unique value to its consumers based on specific requirements. Mass customization or made-to-order allows customers to receive personalized products and services at a relatively low cost.
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