Making Things to Order – The Evolution of Mass Personalization

Consumers increasingly can define what they want, when they want it, and where to be delivered. According to a Deloitte report, nearly half of consumers want to be able to personalise the things or services they purchase after they make their purchase. The majority of consumers would be willing to pay more for a customised product or service if they were given the option to participate in its development actively.

Client retention and income are in danger for businesses that do not personalise their offers. Organisations that do not personalise their offers threaten to lose their market share. To obtain a competitive advantage, a company must have a net edge over its competitors. Is it possible to produce a unique and profitable product or service with only a few options?

Mass customisation is now possible, allowing businesses to directly measure what each client wants and link their processes and resources to fulfill that demand for each customer. This is now achievable because of advancements in manufacturing and delivery technology. Businesses are increasingly delaying output to enable customised customisation while simultaneously reducing inventory and improving plant efficiency at the same time.

Because of the importance of personalisation, analytics tools are essential in ensuring that the correct consumer is matched with the appropriate outcome. Before making any decisions, businesses should evaluate their analytics capabilities and determine whether they need to invest in customisation technologies. Product and service companies may better understand consumer preferences due to the increased use of analytics, and they may be able to change their operations due to this knowledge.

According to research, creating customised products and experiences can benefit businesses and their customers. When organisations mass personalises their communications, they can emphasise the importance of their data while also learning about their purchase behaviours. Aside from that, it streamlines product and service offerings, lowers marketing expenses, and assists consumers in grasping the bargain and gaining more excellent value for their money.

Adjusting to critical activities such as manufacturing, distribution, marketing, and customer service may be necessary to customise a product. Customer control over how their information is used will be increased due to the development of a new data governance system, strengthening the company’s talent strategy.

Small businesses that embrace personalisation may be able to develop a distinct selling point, increase traffic and conversion rates, and grow their profits over time. Enhancing efficiency, lowering costs, and encouraging long-term growth are all possible benefits of personalisation.

Mass personalisation is finally becoming a reality for the general public. According to a study conducted by Deloitte,

• More than 50% of consumers expressed an interest in acquiring products or services specifically tailored to their needs in several categories.
• Millennials are less likely than the over 55s to schedule a personalised vacation than the over 55s.
• 1 out of every 4 consumers is willing to spend more to acquire a more personalised product or service.
• 22% of consumers are willing to disclose some personal information in exchange for a more personalised customer product or service.

Personalised products and experiences are becoming increasingly popular. It makes it easier for consumers to understand the offer while providing value for their money. Businesses have the chance to demonstrate the value derived from their data while getting a better understanding of consumer behaviour.

It may be necessary to rethink corporate operations to offer personalisation. Still, organisations that do so have the opportunity to build a differentiated product that can charge a higher price while also increasing customer traffic and conversion.