What happens when brands successfully overcome the barriers to mass customization? This new approach is not only Taiwan WhatsApp Number List successful in terms of customer inquiries: it has also been beneficial to the brands that have provided this service. Dr. Frank Piller, a specialist in the innovation and technology department at the Technical University of Rhine-Westphalia in Aachen, determined that the success of integrating mass customization can be explained by several factors ( Muehlbauer, 2017).

A more profitable system facilitated by advanced technologies Emerging technologies, such as 3D printers and configurators , have massively reduced the time and cost of producing individualized objects , whether for manufacturers or for customers. Brands that adopt such technologies gain a competitive advantage in their market sector by providing their customers with personalized products based on their specific requirements and preferences. Louis Vuitton, for example, is one of the luxury companies that attempt to innovate and specialize their products through mass customization (Jackson, 2017).

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The brand allows its customers to customize products with their famous monogram or their Damier fabric on their site . Once the configuration has been validated, the products are handcrafted in France and delivered within 8 weeks. Louis Vuitton sees this approach as an effective way to improve interaction with its customers by investing them emotionally in the shopping experience. Another telling example is that of the Swiss luxury watch brand Baume. The brand offers its customers high-end watches made to measure thanks to an online 3D configurator created by the French startup Hapticmedia.

Customers can personalize their watch by choosing from more than 2,000 options , including the most precise details of the watch, such as the hands, the matching case, the straps and the engraved inscription. Increased customer value Mass customization through 3D technologies allows customers to co-design products while helping brands provide a better shopping experience. It also allows companies to improve branding and interact with customers in a more personal way , where this would not have been possible before. The central element that smooths the process is emotional attachment .

A client who has participated in the design and implementation process will feel an even stronger emotional attachment. Therefore, making customers feel like they’ve accomplished something will create unparalleled customer loyalty. For example, jeweler David Wilkinson uses 3D printing to allow his clients to design and preview the final product . Customers can also modify the prototype or add elements to it and, thus, invest themselves and see their satisfaction rate increase . Reduction of production risks In addition to the benefits listed above, this new approach also helps companies mitigate risk by ruling out potentially unpopular products in the early stages of their creation .

Thanks to massive data or the first customer feedback gathered during the customization process, brands can now apply all the necessary modifications at the initial level, adapting to the market in real time, thus saving time and money . Conclusion: goal of mass customization Mass customization is currently having a huge impact on the productivity of industries . In the last two years alone, companies that have taken the gamble of customization have seen their performance increase by 62%, compared to 51% for those who had not adopted it (Gaffney, 2019).

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