Are you more inclined to buy a product online if you can customize it?

interesting article from J. P. Gownder who is vice president and research director at Forrester Research via mashable.com “Mass customization — where customers can tailor a product’s appearance, features or content to their own specifications -– has been the “next big thing” for for a long time. As far back as 1970, the futurist Alvin Toffler predicted its emergence. Customization expert Joseph Pine published his seminal book in 1992, and the 2000 book Markets of One suggested that customization would change the fundamental structure of the American economy.

Yet for years, mass customization largely failed to take off. Worse yet, big brands have tried and failed with customized offerings. Levi Strauss offered customized jeans from 1993 to 2003 but failed to offer the kinds of choices to consumers -– like color -– that would have made the offering successful. Dell, once the most prominent practitioner of mass customization, flamed out spectacularly, saying that the model had become too complex and costly to continue.

But today, mass customization is enjoying a renaissance among big brands such as…….” Read on via Why Large-Scale Product Customization Is Finally Viable for Business.

and let me know what you think Are you more inclined to buy a product online if you can customize it?

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