This document discusses mass customization and its advantages for e-commerce. It defines soft and hard customization approaches and outlines key capabilities needed for mass customization, including solution space development, choice navigation, and robust process design. While mass customization faces challenges in setting customization limits and capabilities, it can increase customer value through product differentiation, reduced overproduction, and stronger customer loyalty. The document advocates that mass customization has significant potential for competitiveness across many industries.

2. Mass CustomizationMass Customization
Creating Customer Value in E-Commerce
@PaulBlazek
E-Commerce Forum 2020
22.11.2013

3. Pushing the perceived value of
products by customization

4. © MC2012 Business Workshop - Walcher / Blažek 2012

5. © MC2012 Business Workshop - Walcher / Blažek 2012

6. © MC2012 Business Workshop - Walcher / Blažek 2012

7. © MC2012 Business Workshop - Walcher / Blažek 2012

8. © MC2012 Business Workshop - Walcher / Blažek 2012

9. © MC2012 Business Workshop - Walcher / Blažek 2012

10. © MC2012 Business Workshop - Walcher / Blažek 2012

11. © MC2012 Business Workshop - Walcher / Blažek 2012

13. Main advantages
Differentiation through individuality
Reduced capital commitment and less overproduction
Better knowledge of customers' needs
Higher customer loyalty
Shopping as experience

14. Mass Customization
Soft vs. Hard Customization
Soft Customization Hard Customization
-Mass produced goods with integrated
customization possibilities
-Customization by retailer or customer
-Customization by manufacturer within
production
-Each single product is designed for a
distinct customer

15. Form
Options for Customization
Functionality
Fit

16. Main challenges
Setting possibilities and limits for customization
Three Capabilities
Solution Space Development
Efficient interaction with customers
Intelligent product modularization
Choice Navigation
Robust Process Design

17. Mass Customisation is heavily reliant
on E-Commerce

18. Customized clothes is expected to be worth EUR
27.2 billion by 2020
Mass customization is cross-industrial and
applicable to most business sectors
Mass customization is in its nascent stage and isMass customization is in its nascent stage and is
expected to develop further
There is an infinite potential to improve design,
manufacturing and delivery of goods and services
through MC
The implementing of the mass customisation
trend will help European firms become more
competitive as it would help improve client
satisfaction and brand loyalty.

24. www.configurator-database.com

27. Co-Designplatforms
Configurators
Choice Boards
Design Systems
Configuration Systems
Toolkits for User Interaction

28. company
street
brief description
language shopping cart
weakness
industrial sectorStructure of process-navigation
visualization (part)
product or servicewebsite address
process-navigation
order possibilities
product
type of production
help button
telephone number
zip-code
login
position
telephone number
accessible from configurator
possible path
type
automatic completioncurrent update of picture
>1 perspectives
product picture
itemized price
price schemelogo
loading time
corporate design
plugin
module library community
forum
summary
85 relevant attributes
e-mail accessible
from configurator
user-details upon registration
SSLproduct range
FAQ
current price
different "starting site"
save button
width
back button
recommendationprivacy policy
contact
current position
distance to configurator
symbols
online contact form
for promotion or sale
type of production
GT&C accessible from each site contact information
accessible from every site
next button
general terms & conditions
buy button
B2C / B2B
accomplished path
possible path
recommented path
updated product description
animation
image at step x
interactive picture
3D
picture in context
length
scrolling
pop up
means of transportation
duration
delivery time
payment procedures
exotic product
forum
developers
number of configuration steps
plugin optional
number of pages
blog entry
country

40. Food Customizing

42. Food Configurators

43. Steps in Configuration ProcessLevel of Customization
Food Configurators
Visualization Social Media

44. Dr. Paul Blazek
cyLEDGE Media GmbH
Schottenfeldgasse 60
1070 Vienna, Austria
p.blazek@cyledge.com
www.cyledge.com
www.cyledge.com/blog
www.configurator-database.com
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