Mass Customization: An Overview

In conclusion, Mass Customization is the way of the future. It is making the shopping experience for the customer that much more intimate, where they don't even have to leave their house and they can just build whatever they want out of anything they want. But with anything, there is a higher price. It cost a little more for it to be customized but it is created specifically for you. As time progresses, the customer will see more and more options to customize the products they want.

Example #5: Nike ID

Nike started a program on Nike.com that allows users to build their shoes from the ground up. You decide what goes on your shoe. From the laces to the type of leather to the color. Everything is chosen by the buyer. By doing this Nike is allowing the customer to create a shoe without having to go from store to store looking for the type of shoe that you want. Nike ID is self explanatory, you can log on to Nike.com and it will show you how to step by step create the shoe that you want. This service isn't limited to just shoes, Nike also allows customers to create their own football cleats or soccer boots. Below is just a fun video showing the marketing technique that Nike Japan used to show the Japanese market the many different options you can have when using Nike ID.

Example #4: Dell Computers

We chose Dell as an example because of what they will allow you to do when you are building a computer. They provide many options such as how much memory, screen size, dvd/cd/bluray drive; how many usb ports, options to be connected to tvs, and just about anything else you can think of. Every piece of the computer can be customized the way you want it, even the way it looks on the outside. You can upload your very own design to Dell.com and they will put it on the front of the computer for you. Dell has made it where you don't have to go into Best Buy or Staples any longer and look for a computer, you can just sit at your desk in your home or office and build the computer that you want!

Dell Tower Computer Customization

Example #3: Moto Blur

Moto Blur is a new program created by Motorola for certain cell phones that they develop. It is created in mind to give the user complete control on how they customize the interface of the phones they purchase. You are able to link it to all of your online accounts such as: Yahoo, Google, Blogger, Facebook, Myspace, Twitter, Pandora and many more. You are able to change the way everything looks on your phone and how the interface works all the way to the different sounds it makes. Here is a video going more in depth on how Moto Blur works:

Matt Richards Episode 1 - Mass Customization

A very short informative video about Mass Customization.

Example #2: 2011 Mercedes Benz E-Class Cabriolet

Our second example is a 2011 Mercedes Benz E-Class Cabriolet Convertible. We explored the many different available options in depth in our power point presentation.

Advantages & Disadvantages of Mass Customization

There are many advantages to Mass Customization. It allows customers to create customized products of what they desire. It is very cost effective. You get to create every single aspect of your product. If it is shoes, you will be able to customize what they use to make them, the shoe strings that will be on them and the different colors the shoes will be. If you are building a car you will be able to decide what they use for the inside, what color the car will be and  what options you want such as rims and sound systems. Every aspect of the product will be up to you and what you want.

There are also disadvantages when it comes to Mass Customization. The layover time is one of the biggest problems of Mass Customization. Since it is a custom product it will take longer to reach the consumer. When you order something that isn't custom it will reach you in a decent amount of time. When you customize it, it will take 3 to 4 weeks longer than a non-customize product because they have to build it from the ground up for you. Another disadvantage would be that you can not return a custom product if you are not satisfied because it was created specifically for you.  

Like anything there is major advantages and disadvantages.

Example #1: Pimp My Jeans

Mass Customization is a very prominent force on the internet and is a part of most businesses today. Our first example of Mass Customization is a website called Pimp My Jeans. http://www.pimpmyjeans.com/

This site allows you to build and create your own pair of custom jeans. They have many different options available for the customer to choose from. You can choose to have your jeans bleached or bedazzled and you can choose if you want your jeans in a boot cut style or straight leg. They allow you to do many different designs, written or patches. Basically you can have any type of idea and they will be able to make you, your very own custom pair of jeans.

What is Mass Customization?

Mass Customization is the customization and personalization of products and services for individual customers at a mass production price.

Traditionally customization and low cost have been mutually exclusive. Mass production provided low cost but at the expense of uniformity. Customization was the product of designers and craftsman. Its expense generally made it the preserve of the rich. To-day, new interactive technologies, like the Internet, allow customers to interact with a company and specify their unique requirements which are then manufactured by automated systems.Whilst this may at first seem complicated and beyond the average consumer, there are various ways to hide the technical details. In some cases the process will be handled by your staff, a third party, or intermediary.