Overall, customization can be defined as the modification of products or some services, according to the individual requirements of the customer. It has recently become a very expedient way for the growing number of companies to add value to their commodities. At first glance, it may seem that the companies try to find a more personal approach to the clients, but it is not always so. It is widely believed that the products are “tailored”, but this verb is not always appropriate, because the process of “personalization” can be speeded up by means of new technologies. Thus, it is not always speak of “tailor-made” products, especially as far as mass production is concerned.
However, it is more prudent to show how customization works in practice. For example, we can enter the site of the famous company Nike, who is believed to be the major sportswear supplier in the US. Certainly, the variety of products is simply overwhelming. However, this is not the main topic of this discussion. If a person picks some particular model of shoes, he or she can personalize or modify it. For, instance, it is possible to change to its size, but that is quite understandable. Moreover, we can choose our own palette. Overall, such technique can be defined as mass customization, because it is done with help of computer-aided system. Besides, a customer cannot propose his amendments to the design of the model.
We can find another example of customization service on the site of Scion. This automobile company gives its clients an opportunity to “build their own Scion”. Naturally, to some extent is some form of advertising, because the idea of being a designer is always fascinating. It is supposed that the customer can modifier practically every part of the car according to his or her personal wishes, like for instance the shape of engine jacket, exhaust pipe, bumper, so on, and so forth. It stands to reason, that such opportunity, may attract customers. It is not what one may call a “personal approach”, because, the whole process is performed with the help of computer-aided system.
Such leading company as Land’s End also provides such service as customizing, and this innovation yield good result. For instance, it is possible for the customer to personalize the some elements of design, color, and fabric. Moreover, a client can choose a certain color style (we can choose from five collar styles an). Additionally, the customer can look at the enlarged image of cloth patterns, which is very helpful. Certainly, the customer specifies the width of his or hers waist, or the arm length. It seems that this approach seems to be the most user-friendly. Again, we cannot speak that these products are “tailor made”.
It seems that the most attractive thing in the customization is that it created some illusion of personal approach. What is more important it makes the customer feel as if he or she were creating this very product, but in fact, it is just a choice from already existing variants. Moreover, these companies do not provide individual consultation, because professional advice is needed, especially if we are speaking of “tailoring products”.
Thus, having analyzed three sites we may arrive at the conclusion that, we are dealing with the so-called mass customization, which means that the whole operation is performed automatically and we can no longer speak of personal approach.