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: 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: 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: 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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