Mass Customization 30#
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.
Examples: Iconic Cases
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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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: 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: 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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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.
Top Industries
14% of firms using pattern
14% of firms using pattern
5% of firms using pattern
All Industries
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.
Top Co-Occurrences
4 pattern co-occurrences
3 pattern co-occurrences
2 pattern co-occurrences