Mass customization is the process of delivering market goods and services that are modified to satisfy a specific customer’s needs . ... Other names for mass customization include made-to-order or built-to-order.
What does customization mean in marketing?
Customization refers in the context of international marketing to a country-tailored product strategy which focuses on cross-border differences in the needs and wants of target customers, appropriately changing products in order for them to match local market conditions.
What is mass customization example?
Real-World Examples
The customer may decide to purchase products that are in line with their time horizon, future goals, or risk tolerance. Another example of mass customization is in the clothing industry , where apparel firms use computer-controlled machines to cut fabrics that match individual body measurements.
Why is mass customization important?
Mass customization is a useful marketing solution for acquiring and retaining consumers and building long term relationships with them . As consumers and retailers co-create new products, consumers gain an opportunity to purchase more favorable products, and their willingness to pay extra costs increases.
What is mass customization in email marketing?
E-mail marketing: Mass marketing customization is the notion that marketers are able to communicate a similar but slightly personalized message to a large audience as opposed to just sending out the same message to an entire audience.
Why is mass customization difficult?
It requires a highly flexible production technology . Developing such technologies can be expensive and time-consuming. Some processes, moreover, are more flexible and easier to digitize than others.
How do you get mass customization?
True scale in mass customization can only be achieved with an integrated approach where technologies complement one another across a company’s various functions to add custom ization value for the consumer, bring down transaction costs and lead times, and control the cost of customized production (Exhibit 2).
Which is better customization or personalization?
That’s customization . ... Great companies personalize their products, services and communications for a user. Personalization is achieved through customer data and predictive technology. Customization is achieved when a user manually makes changes to achieve his preferred experience.
What is an example of customization?
What is customization? Customization is done by the user. Users are asked to identify their preferences and they are then shown things that they prefer . For example, when customers sign up for Netflix, the service asks users to select a few shows they like and then displays a list of options based on those choices.
What is customized marketing with example?
tailoring a particular product to the specific needs of an individual customer. Customized marketing is generally practiced by companies whose products are very expensive or unique , such as custom home builders or airplane manufacturers, because these products can be designed to suit the special needs of each customer.
What are the advantages and disadvantages of mass customization?
- Higher customer retention since products have options and are tailored to personal tastes.
- Fewer unfinished goods need to be stored, reducing overhead costs.
- Quick, efficient production process from start to finish.
- A higher price point for customized products, which means higher profits.
What is the difference between Personalisation and mass customisation?
Therefore, it can be stated that Mass Personalization represents customer oriented organizations better , those which focus to customer data, behavioral analysis and results application, communication flow management, while Mass Customization is more related to product driven and oriented organizations and product, ...
How does Nike use mass customization?
In footwear, Nike and Converse have built popular ‘mass customisation’ services, which allow customers to participate in the design of their products , which are then built to order in large-scale factories, blending the benefits of traditional craft production with the efficiencies of modern industrial processes.
What are the 4 types of mass customization?
The four primary types of mass customization are collaborative customization, adaptive customization, transparent customization, and cosmetic customization . Various companies employ mass customization techniques, including retail companies, software creators, financial services companies, and modular home builders.
What is a mass marketing strategy?
Mass marketing is a market strategy whose aim is to appeal to the largest portion of the market while ignoring niche demographic differences , in order to reach the highest number of potential customers possible.
Do the mass customization in automobile is possible?
Increasingly automotive manufacturers are aiming for mass customisation , providing such a variety of products that nearly everyone can find what they want. ... Manufacturers are experimenting with models of the assembly and supply chain as a cost-effective solution for customised manufacturing is yet to emerge.
