Customizing products through mass production once seemed to be an impossible endeavor. The approach of modular products and production systems has enabled the efficient individualization of products. As a consequence, individual customer needs can be met within mass production circumstances and at competitive prices.
How they do it: The Lego Digital Designer software enabled every user to desing their individually customized Lego set, get the parts shipped to their home and build the set with real Lego parts.
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How they do it: Through their broad choice of content, every user can customize its individual user experience on the Netflix website. Customers get displayed individual recommendations based on the content they watch.
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How they do it: In their personal computer direct sales, Dell predefined which parts of the computer can be individualized / configurated and then pushes those predetermined options/configurations of their product to the customer. The customer can then individualize their product by choosing one of those options. This allows the company to let every customer individualize their computer but limiting the impact on the supply chain by predefining the possible choices.
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How they do it: Subway uses the advertising slogan ”Eat Fresh”, and focuses on how its sandwiches were made from freshly baked bread and fresh ingredients, in front of customers to their exact specifications and likings, by employees which Subway calls ”Subway Sandwich Artists”.
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How they do it: Levi’s engaged in two types of mass customization of their denim jeans. The first initiative was aimed at in-store customers who could get a customized version of jeans fitting an individual’s proportions using digital technology. The second type was to let customers online determine their ”Curve ID”, meaning one of several body types to find the ideal fitting jeans opposed to an one-size-fits-all approach.
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Below, the top industries for the pattern "Mass Customization" are displayed, in order to get insights into how this pattern is applied across different industries. We've collected data from 5 firms using this pattern.
Below, the pattern "Mass Customization" is analyzed based on co-occurrence, in order to get insights into how this business model pattern is applied in combination with other patterns within the firms we studied.
