How they do it: Spotify creates millions of playlists that are customized to the individual customers. These include for instance ”Release Radar”, a playlist personalized to the music taste of the respective user.
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How they do it: The many opportunities to take Lego sets apart and recombine the individual parts across sets to individual buildings, allow customers an unlimited amount of individualization opportunities with their Lego toys.
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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: 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: 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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