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: 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: IKEA offers products such as shelves and closets that can be customized to individual needs. In stores, IKEA offers ”design assistants” in form of computers which let every customer design the closet to their needs and with different configurations.
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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: 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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