MASS CUSTOMIZATIONLara Kessides & Brit Vezina

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A LITTLE HISTORY• Customization itself isn’t new;

there was once a time when nearly everything was custom-made for consumers.

• However, the Industrial Revolution brought major change: products became mass-produced for large consumer segments based on general commodities.

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MASS CUSTOMIZATION• Gone are the days of “one-size-fits-all.”

• Consumers are now demanding greater control over the styles, colors, and features of their products in ways that will reflect their unique personalities.

• This is reflective of the American culture shifting from self-effacement to self-expression, thanks in large part to the boom of social media.

• As a result, many brands are embracing a new trend that combines the high-production and efficiency tools of mass-production, with the option for consumers to customize their products: mass customization.

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KEY BENEFITS FOR BRANDS• Staying in the know:

• Brands have the opportunity to gain insight into the most current consumer trends—and in turn, jump ahead of their competitors.

!• Brand differentiation

• Brands can stand out from competitors who ofter the same standardized features.

!• Consumer loyalty & engagement:

• Consumers are compelled to stick with brands that allow them to purchase exactly what they want, rather than be limited to a fixed style or menu.

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Brands That Have Embraced Mass Customization

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NIKEID!

• NIKEiD is a special platform on the brand’s website where consumers can be the designer of their shoes, bags, and other athletic accessories.

• Nike has proven that mass customization can significantly contribute to a brand’s revenue; NIKEiD now provides 20% of the brand’s total revenue.

Lara’s Shoe

Brit’s Shoe

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CHIPOTLE• Chipotle owes much of its success as a

leader in the fast-casual restaurant category to its fully customizable menu.

• Consumers can choose every ingredient that goes into their meal through a fast and efficient assembly line.

• Customizable menus are especially appealing to consumers who are health-conscious, as they are able to forgo unhealthy ingredients that would otherwise prevent them from ordering a specific dish.

Lara’s Burrito

Brit’s Burrito

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REPUBLIC BIKE

• Republic Bike gives consumers the opportunity to design every aspect of their bicycle, from the frame to the tire rims.

• The company prides itself in embracing mass customization: “The only tools we offer here are those to let your creativity go for a ride.”

Lara’s Bike

Brit’s Bike8

Where Are There Opportunities?

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SHAMPOO• Shampoo is one product

category that could benefit from mass customization.

• Brands have varieties for curly, straight, dry, and color-treated hair—but what about hair types that are in-between?

• Consider creating customized shampoo that uses special testing to determine the perfect formula for a consumer’s hair type.

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MAGAZINES• Another product category that could

benefit from mass customization is magazines.

• Consumers currently get the same batch of articles as every other reader. It’s impersonal, and often frustrating.

• It may be more appealing to readers if brands offered a “Build-Your-Own-Magazine” option, where readers receive a version of a magazine that consists only of content they are interest in.

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THANK YOU!12