In search of competitive advantages, companies have increasingly rethought in different ways of doing business, offering new experiences to customers. In this scenario, many are beginning to adopt the mass customization strategy.
Mass customization is the process that delivers products that are modified to meet a specific customer need, combining flexibility and tailored customization with low unit costs associated with mass production, that is, it gives consumers the experience of customizing their products according to their preferences before purchasing the product.
In 1992, the American author B. Joseph Pine II had already defended the concept in his book “Mass Customization: The New Frontier In Business Competition”, where he described the four types of mass customization, as follows:
Companies working in partnership with customers, individually, to develop products that meet exactly their wishes and requirements. For example, a paint manufacturer offers its customers a platform to simulate how it would be a particular environment with the color that he has in mind.
Companies offer a standard product, but customizable. So, the item can be changed by users, being used on several occasions and in different ways. For example: customers customize their own mobile phones, changing screen colors, shortcut icons, ring tones and covers.
Companies producing standardized products, but market in different ways for various customers. For example: T-shirts, personalized slippers with photos.
Companies offer customers unique and exclusive goods or services, without letting them know explicitly that these items have been customized for them. For example, McDonald’s customizes the sandwiches according to the habits of each country.
So we can see that customization is an old service but being rethought to provide increasingly innovative customers experience.
Joox enters this setting to raise the segment level, providing a solution that fills gaps in the market, facilitating the connection between professionals and offering an experience not only customized, but customization without limits.
Producers may offer its line of products to online stores and end consumers, expanding its production and its range across the platform with the option of offering a personalization player on their own website; Stores could further please its customers by offering products that can be customized through a beautiful and easy to use interface; Designers will be able to see their work, applied on many products worldwide and Buyers will have the product they’ve always wanted, according to their tastes and style.
All the profiles will be connected and will be able to create and co-create unique and exclusive objects using the four forms of customization. Products, dimensions, colors, shapes, textures, everything can be built and designed according to the needs and wishes of each one.
See also: Joox.io and Variable Data Printing