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“Me” Are The World
Marketing Continues the Trend Towards Mass Customization and Personalization
Mass Customization and Personalization are growing trends around the globe. Among consumer and business-to-business marketers, it is such a big idea that there has been a well-attended “Interdisciplinary World Congress” held on the subject for the last 3 years in Germany.
Turns out Mass Customization is just what it sounds like – companies now have the capability to produce massive quantities of product but in small, personalized batches. Huge brands like Lands End, Adidas & Levis now offer customized versions of their mass-produced products.
Then there’s personalization, which is one-on-one interaction with customers. But, not surprisingly, any company in the business of mass customization needs a highly personalized service to be successful and build close relationships with their customers. Thus, personalized, one-to-one marketing communications is the trend.
If your organization is considering mass customization or personalization, keep these principles in mind:
- Give a choice between using design templates and starting from scratch.
- Implement online or offline configuration tools that allow customers to choose product options. Click here for more information on O’Neil’s Online Configuration tool called One2ONEdirect.
- Save on warehousing by shipping directly from the production facility.
- Make order tracking easy and simple.
- Offer the warehousing of data and previous jobs as the basis for future jobs with slight revisions.
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