what is the goal for mass​ customization: Mass Customization: Meaning, 10 Main Advantages, and Disadvantages


The delivery systems in mass customization for business-to-business products are different. For instance, Ohio based detergent manufacturer, ChemStation, uses an inventive distribution system, which makes use of 41 digitally connected production units all across the country to combine its custom cleaning products. The company began offering customized detergents to clients according to the kind of stains they were battling against.


  • The goal of mass customization is for companies to engage more directly with their customers, either through direct contact or observation.
  • The color of your new smartphone, or furniture brands that allow changes in fabric or leg styles to meet specific tastes.
  • Of course, such coordination is difficult, mainly when companies rely on external suppliers and distributors.
  • Digital manufacturing systems have enabled manufacturers to mimic the approaches seen in custom-made business manufacturing to target mass consumer groups’ wants and needs, rather than individual clients.
  • One of the best ways to stand out for an enterprise is by giving their customers a catalyst which does not only help them connect with the brand but also retain their identity.

1.Solution can meet the requirements of product order as small as only one, or as big as millions. At Paris Miki, customizing the representation of the eyeglasses permits customers to participate in the design stage. Let’s explore how to determine which types of customization are appropriate for a given business. Cosmetic customization means that an item is presented and packaged differently to adjust to consumer desires or to create a tailored and high-end experience that allows shoppers to leave their mark on the final results.

Organization Theory and Design

However, if implemented properly, this method can be a successful strategy to gain the loyalty of customers and boost sales incredibly by putting a few extra efforts. Customers are provided with basic product and a range of features that they can add or subtract to get a unique product. Instead of asking customers for feedback, they simply observe their choices, make notes on each customer, and provide the same options at their next visit. The bones of the product are the same, but they offer customers the ability to make it feel like “their own” by changing certain aspects. Japanese eyewear retailer that walks clients through a highly customized process to eliminate the need to try on hundreds of frames.

  • The product configurators might offer two, three or more fit preferences such as the slim, regular and relaxed fits now offered by some online custom clothing retailers (e.g. Lands’ End).
  • When it comes to mass consumption, digital practices and digital transition is the path paved for you.
  • This approach is ideal for a client-base that has different expectations from the product in different situations and occasions.
  • Career Resume, Interview, Job Search, Salary Negotiations, and more.Personal development Productivity, Mindfulness, Health, and more.

Both types of businesses must plan, design, execute, evaluate, improve, and redesign their products to satisfy customers. Mass customization through 3D technologies allows customers to co-create products while helping brands to deliver an enhanced shopping experience. This further enables companies to add value to the brand and connect with clients on a personal level, which previously would have not been possible. Music based companies such as Volatile Media and Musicmaker have become successful in this arena through delivering customized CDs. Automated-manufacturing-machinery incorporated with an order-taking structure is important for mass-customized production lines.

Mass customization and sizing

The available technologies make it easy to create the product’s architectural aspects rather than repeatedly adjust its components. On the other hand, mass customization does not mean that everything about a product is customizable. This may have been true in the craft era, and may still be true for some products, but it is not true for mass customization. Pine says that ‘variety in and of itself is not customization – and it can be dangerously expensive’. Fashion design and fashion marketing have not been involved systematically.


Companies must address the various needs and wants of different customers. For example, Ritz-Carlton hotels developed databases to capture information about customer preferences without talking to them directly. Ritz-Carlton uses this information to tailor service to each customer for their next visit. Responding to customers’ desire for one-of-a-kind shoes, a shoe company decides to create a website that allows customers to create the shoes of their dreams. Customers can select from a particular style and then individualize the shoe by choosing their favorite colors and adding on embellishments, like gemstones on the heels or beads accenting the straps.

It is a technique used by marketing and manufacturing departments of many mass production organizations that combines personalization and flexibility of custom-made products with low unit costs involved with mass production. Each of the four customization approaches used alone challenges the mass production paradigm of offering standard goods or services to all customers. For example, Lutron, predominantly an adaptive customizer, nonetheless collaborates with customers to match the color of its products to their walls or to integrate its lighting controls with their security systems.

User Interfaces for Configuration Environments

The following sections will individually describe the four approaches to mass customization in more detail and explore the best uses for each. Afterward, examples of mass customization in business will be provided to examine how the concept is used in different fields. Collaboration is the right approach when each customer has to choose from a vast number of elements or components to get the desired functionality or design. But when the possible combinations can be built into the product, adaptive customization becomes a promising alternative for efficiently making many different options available to each customer. For example, Select Comfort of Minneapolis, Minnesota, designs and manufactures mattresses with air chamber systems that automatically contour to the bodies of those who lie on them.

As long as the company is able to deliver a product that does not compromise on quality, they have an opportunity to increase sales, profits, and brand loyalty for their one-of-a-kind products. A mass-customized clothing business could develop two modular pants fronts to accommodate the two types of body in a given size, selecting the proper one from the scan measurements. This process would improve fit while applying the efficiency of mass-customized production using modular pattern pieces and size. Identifying other body configurations and perfecting style and fit specifically tailored to these new body shape target markets could provide good fit using mass-customized modular techniques for many segments of the population. This type of mass customization easy to make the part of the existing business style. Only small changes are required to be made in the production process to provide customized services to customers.

The company will also become more profitable through better customer retention and repeat sales. Consider the difference between purchasing a package of ice cream treats versus visiting the local ice cream stand. When you buy a box of ice cream treats, you’re choosing a set flavor arrangement that’s been pre-packaged and prepared for mass consumption. Transparent customization is when the custom metrics are chosen for the consumer based on the information they’ve provided. Exploring opportunities to add a personal touch during a transaction is something businesses have been looking into for decades.

Cosmetic customization

This type of personalization typically pertains to packaging, like adding a personal note to each order. https://1investing.in/ customization indicates that the customer can adapt the product to suit the mood or occasion. All of the shoes are the same, but the end-user has the option to choose and change the display color or pattern.

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False In organizations that do not create physical products, the production function may be hidden from the public and even from the customer. Furthermore, the trends of advanced mass customization are quicker, more economical and professional. Mass-customization by generative design is commercially viable for high-value production. In regular business, there are at least 3-4 intermediates between the selling company and its customers. Customers don’t get a chance to interact with the company, but they interact with the retailers only. Companies sell mass-produced products as they are cheap to produce, and also it is easy for labor to produce identical products.

What is the goal for mass customization A The goal is to…

Companies such as Levi Strauss, The Custom Foot, and Ascot Chang make use of retail models that require them to employ trained and professional sales staff to take custom measurements in the factory outlet of the brand. After manufacturing, these brands directly ship the customized product to the client. Although this type of customization is, as its name suggests; cosmetic, it offers great value to a lot of clients.

unique product

Numerous mass producing companies combine the order-taking structures with an internet-based client interface. This concept mainly deals with the consumer and helps entrepreneurs in identifying who their customers are and what are their likes. Since all customers like to be treated in a special manner, mass customization can bring great business benefits to entrepreneurs if they deal with it in the right manner.

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We have a team of ex-MBB consultants with high-what is the goal for mass​ customization experience that can help take your business to the next level. With mass customization , products can be produced to near completion then customized in the final moments of manufacturing. This creates efficiency in the delivery process, as well as inventory management. One of the barriers that stop many companies from exploring mass customization is the misconception that it’ll dramatically increase production costs. However, mass customization can improve both manufacturing protocols and inventory management.

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