Note: Today’s post is part of our “Editor’s Pick” series where we highlight recent posts published by our sponsors that provide practical knowledge and advice on timely and important supply chain and logistics topics. This post by Jillian Sullivan from Kuebix’s blog discusses mass personalization and its impact on supply chains.
What is Mass Personalization?
Personalization is formally defined as “the act of tailoring a product or service based on what customers desire.” Most companies that incorporate personalization have a base product that shoppers can customize as they’re checking out. Manufacturers are able to produce large quantities of the base product and only add personalizations when they’re ordered.
Mass personalization takes the idea of products being uniquely catered to consumers by making the product itself customizable. Rather than having an element of the product that can be personalized (like adding embroidered initials to a pre-set backpack), the entire thing is curated based on the specific wants and needs of the customer placing the order.
Do you remember The Jetsons? This popular television show from the 1960’s was set in the year 2062. It imagined a world where a family could sit down to dinner and “select” what they wanted to eat from a machine and their order would be magically printed out. Mass customization is a step closer to realizing this lofty dream of instant, customizable customer satisfaction. Today, mass personalization has been adopted by companies selling hair products, skincare and even vitamins.