Anita read my blog post about how Mass Customization creates value, and wrote this wonderful comment that I don’t want to keep from you:

Hi Carmen,

I absolutely agree with the points you’ve made in your article as backed up by your economic rationale. Here are a couple of other points to consider that also back up your ideas.

MASS CUSTOMIZATION ATTRACTS A HIGHLY DESIRABLE CUSTOMER

From a business perspective, the consumer of mass customized goods is a highly desirable customer. In an article I wrote a couple of years ago titled “Why Your Business Needs a Mass Customization Strategy” I wrote: “these consumers could be your most important customers. Why? Because according to Forrester Research a whopping 81% are willing to pay more for customized products. They have higher incomes – 41% have household incomes of at least $75K USD, compared to 23% of all online consumers. And, 54% of custom product buyers consider themselves leaders, compared with 36% of all online shoppers, which means that they are most likely to tell others about products that interest them.”

MASS CUSTOMIZATION FITS WITH A GREEN STRATEGY

I also wholeheartedly agree with the point you made about mass customization reducing inefficiencies in the market. No more or no less is produced than absolutely necessary. Supply EQUALS demand. Products are produced only when the customer requests it. The added benefit is that the mass customization process reduces waste in the supply chain.

You may want to check out another article I wrote titled “How Mass Customization Fits with a Green Strategy” in which I reported that “businesses are moving towards mass customization not just to produce more stuff, but to produce the right stuff. Meaning, it’s more of what we DO want, and less of what we DON’T want.”

Thanks for sharing your thoughts! I’ve written over 200 articles on the subject of mass customization, personalization and one to one marketing on my blog. Feel free to dig in!

Anita
http://blogs.OneofaKindPublishing.com

Anita is working on a personalized book showcasing business lessons learned from Barbie. It sounds like a fun book, and since you can personalize it, I’m looking forward to getting my own as soon as it’s out!

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