Mass Customization - The Customer

THE CUSTOMER

The Internet is driving the mass customization trend in another way as well. As shoppers grow accustomed to making purchases on the Web, they come to expect getting exactly what they want, thereby opening a new field of competition for companies.

But in order to make mass customization technologies pay off, firms must get their customers excited about personalizing their purchases. Customizing, for all its benefits, does entail extra work for the buyer at the beginning of the shopping experience, and shoppers taking advantage of the Internet specifically for speed and convenience may stop short if their shopping entails lengthy forms or questionnaires. If customers are simply used to and comfortable with buying mass-produced products off the rack, then companies may need to put forth extra effort to prod customers into taking advantage of customization. This could include anything from marketing campaigns to concerted efforts to make the experience of customizing itself more attractive; in other words, firms may need to create an atmosphere around the customization process that in itself adds value for the customer.