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Personalisation/Collaboration

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The Four Faces of Mass Customization. Virtually all executives today recognize the need to provide outstanding service to customers. Focusing on the customer, however, is both an imperative and a potential curse. In their desire to become customer driven, many companies have resorted to inventing new programs and procedures to meet every customer’s request. But as customers and their needs grow increasingly diverse, such an approach has become a surefire way to add unnecessary cost and complexity to operations. Companies throughout the world have embraced mass customization in an attempt to avoid those pitfalls and provide unique value to their customers in an efficient manner. Readily available information technology and flexible work processes permit them to customize goods or services for individual customers in high volumes and at a relatively low cost.

But many managers at these companies have discovered that mass customization, too, can produce unnecessary cost and complexity. Defining the Four Approaches Packaging: Six must dos for successful luxury goods marketing | Media Network. In luxury brand management, most industry players have realised that experiences are essential. But most of what we know about designing customer experiences originates from work developed with and for mass brands. Luxury brands are an entirely different proposition and require a very specific approach to brand management and marketing. Based on extensive research of the market in collaboration with Pernod Ricard, here are six things luxury brands need to focus on in order to design and market a true luxury experience.

Advocate beliefs Luxury brands should advocate beliefs to customers rather than simply rely on brand values. A good example of this is Ferrari’s belief in high performance. Be more than a logo When consumers think of a true luxury brand, they’re likely to think of a whole set of visual icons, rather than one single logo. Involve the customer in a ritual Perfume brand Le Labo does this very well.

The store is a temple Pull customers into an exclusive circle. Differentiating “True” from “Affordable” Luxury: An Interview with Mickey Ateyeh. Today I’m chatting with my dear friend, Michele (Mickey) Ateyeh, whose career in fine jewelry and designer accessories has taken her from Tiffany & Co. to Hermes, then Angela Cummings, Inc. followed by Karl Lagerfeld and Carlos Falchi designer handbags. Currently she is directing the newly formed partnership of fine jewelry designer Angela Cummings and Assael.

Orit: Where are you right now? Mickey Ateyeh: In the South of France in Saint-Rémy – a charming and beautiful small village in Provence. Q: I love you, but I’m a hater right now. A: I see you love the South of France as much as I do! Q: So what are the biggest challenges you see luxury brands facing? A: In my opinion, one of the biggest challenges for Luxury Brands is to try to maintain a position in the market place while retaining their original vision through innovation. Q: How do you define “true” versus “affordable” luxury? A: Luxury is absolutely in the eye of the consumer. A: Exactly right.

A: Agree with Jeff completely. 5 signs that customer co-creation is a trend to watch | VentureBeat | News | by Contributor. Updated Editor’s note: This story is part of our Microsoft-sponsored series on cutting-edge innovation. Dave Sloan is CEO of co-creation platform company Treehouse Logic. “Customer co-creation,” the practice of allowing customers to “build their own” products, is gaining quite a bit of traction among US online retailers. For example, custom messenger-bag maker Rickshaw Bagworks lets each customer design their own bag before it is made to order, and sportswear vendor Shortomatic lets shoppers upload images and overlay them on a pair of custom-designed swim trunks. Many e-commerce leaders — Nike, Dell.com, and Blue Nile, for example — have begun combining customer co-creation with social media tools to let customers share what they’ve created across social networks.

The goal of co-creation is to allow customers to specify exactly what they want while engaging them an interactive building experience. Sharing (“look what I built!”) Here are 5 signs that social co-creation is a trend to watch. Collaboration Becomes Key To Success For Retailers And Suppliers. “The need for collaboration — on a micro and macro scale — is greater than ever,” noted Mark Baum, SVP of Industry Relations and Chief Collaboration Officer at Food Marketing Institute. “This is a consumer-facing industry. They’re more in control of relationships with brands and retailers and are more aware of products and services they’re being offered.” Consumers have evolved to become harder to find, engage and please, explained Baum in an interview with Retail TouchPoints.

“They challenge the companies they buy from more than they ever have in the past.” Businesses across the entire retail value chain can conquer this challenge by banding together, sharing information and truly collaborating to exceed customer expectations. The benefits of collaboration are “tremendous” and “impact every aspect of all companies’ functions,” said Joy Peters, a partner in the Consumer and Retail Practice at A.T. But collaboration as a discipline is still very immature in the industry. A Trust Issue H. Making your marque: The rise of bespoke fashion - Viva Magazine. The trend for customisation and bespoke touches is gathering pace. From monogram mania to meaningful trinkets, this time it’s personal, says Rebecca Gonsalves.

The art of carving important initials dates back to ancient times, but back then it was used largely to identify the emperor when a coin was introduced. Right now, it seems as if the world of fashion has come down with mono-mania, as initials are peppered across everything from high-end to the high street. Fashion and identity are becoming more closely linked than ever before.

The proliferation of bags cannily named after It girls has no doubt played a large part in that. But if you're not likely to have a bag named after you or to buy bespoke, how do you express individuality? A full name on a shirt might be a bit too close to a name tag or a badge from work, but an embroidery or stamp of your initials is a nice touch. Another key market for the personal touch is jewellery. So, what's behind the increased appetite for identity? Strategies To Engage The Evolved Consumer. By Rick Chavie, VP, Marketing Retail and Hospitality Solutions, NCR Years ago, the relationship between the shopper and shopkeeper was dramatically different. Retailers knew their customers’ preferences, and customers trusted their shopkeepers’ knowledge of products and prices. Today, consumers are less loyal, time-starved and digitally empowered. Technology gives them access to limitless product information and shopping alternatives, making hunting for the best value simple.

The retail landscape also has changed. Retailers have spent billions of dollars to know the consumer better, utilizing highly targeted data, CRM systems and software that claim to predict the future. Part of this challenge lies in the way consumers now shop across channels using many different technologies. The key to success in the CtoB landscape is to offer consumers a way to manage their shopping experience based upon declared preferences and presence in a retailer’s channels. Collaboration Becomes Key To Success For Retailers And Suppliers. Trends 2015: Marion Debruyne. BESPOKE - The Present and Future for CUSTOMISED TIMEPIECES. Keith W. Strandberg Bespoke watch production is growing as more customers want something that no one else has. Some companies have been doing it their entire history, while others have started responding to this demand. More and more luxury watch companies are making it possible for customers to have unique timepieces, made to their own specifications.

At the most basic, customers can make alterations and modifications to existing watch collections to make them different. This personalization takes longer and costs more, but for many customers it’s worth the wait and the extra money. A close-up of Patek Philippe’s Henry Graves Supercomplication with the night sky of New York City ©Sotheby’s Some companies have taken this a step further, by allowing customers to create their own bespoke timepieces from scratch, including the movement.

Companies like Cartier, Vacheron Constantin and Patek Philippe, have been doing this since their inception. Bespoke by Piaget Bespoke at Bovet. FBlog | Tag | co-creation. By Chris Nurko and Tom Adams Our organizational branding practice has been busy over the last 18 months, particularly for global and international firms interested in defining their purpose and how this connects to employees, customers and the wider world.

As part of our ongoing interest in the drivers of corporate success and differentiation, we have gathered some insights from our practice leads around the world into the principles successful companies put into action. This is set in the context of a major piece of global research we have just undertaken to understand perceptions of PwC’s global top 100 companies by market capitalisation. The FutureBrand Index set out to test the hypothesis that we need to move beyond pure financial measures of organizational success. And companies and their stakeholders might benefit from developing a broader definition of ‘value’ in the 21st century. • Purpose • Thought leadership • Innovation • Authenticity 1. 2. 3. 4. 5.

Getting personal: how much further can the trend go? One of the consequences of the digital world that we have all come to embrace is the level of personalisation it affords us. From websites remembering our purchasing history to the serving of ads that reflect our browsing, our expectations have been raised. In this consumer-centric environment, there is a growing assumption that such tailoring to the individual should be possible in most walks of life, but how easy is it for this degree of personalisation to be achieved in the physical, rather than virtual, world? We crave uniqueness, but how realistic is this in a society based on mass production? Perhaps this is why the personalised bottles Coca-Cola has produced have garnered such interest: here was a mass-market product served up in your very own named bottle.

True personalisation is when consumers elect a preference and build products and services around their needs. This raises the issue of where and when personalisation works in product design, and what can be gained by it. Part 2: The Market for Mass Customization Today. As NetNatives become consumers and buyers are "trained" by personalized offerings, the market is finally ripe for mass customization.

In part two of this special series focusing on mass customization, Professors Frank Piller and Dominik Walcher take a closer look at what the current market has to offer and provide their conclusions after observing 500 leaders in the field from a customer perspective. In a recent report for Forrester, J.P. Gownder concluded that “mass customization is finally the future of products“. One of the core reasons is that NetNatives are becoming shoppers. Customization will be as natural as E-Commerce itself. But how does the future of products look today?

The Customization500 benchmark study In total, we found more than 900 firms meeting these criteria (refer to configurator-database, a continuously updated list of mass customization companies). Figure 1: A typical illustration of the overall score sheet of a company included in the Customization 500. – Mass customization and beyond. Co-creating value with customers and users: Mass customization and beyond by Frank T. Piller and Dennis Hilgers When TIME Magazine announced their person of the year in 2006, recognizing the person who matters most now, a wide audience noticed that a larger change was going on. In previous years, the person of the years has been a personality like George W. Mass customization: The mother of customer-centric value creation In line of business strategies focusing on the creative consumer, mass customization can be regarded as the first elaborated concept, with a history of more than two decades (the term was coined in 1987 by Stan Davis).

A great industrial example of mass customization is American Power Conversion (APC). Mass customization has been seen as the result of new flexible manufacturing systems like rapid manufacturing. While mass customization originated industrial markets, many initiatives of consumer mass customization have been developed recently. The Four Faces of Mass Customization. Making it personal: Rules for success in product customization - Bain Brief. The opportunity appears to be significant: A Bain survey of more than 1,000 online shoppers found that while less than 10% have tried customization options, 25% to 30% are interested in doing so. While it is hard to gauge the overall potential of customization, if 25% of online sales of footwear were customized, that would equate to a market of $2 billion per year. Beyond the pure size of the opportunity, our survey showed that those customers who had customized a product online engaged more with the company.

They visited its website more frequently, stayed on the page longer and were more loyal to the brand (see Figure 1). In footwear, for instance, our research determined that customers who designed their own shoes gave companies a 50% higher Net Promoter ScoreSM (NPS®)—a standard way of measuring customer loyalty—than customers who bought regular products from the same manufacturer. Higher NPS typically translates to higher sales, referrals and lifetime customer value. Having It Their Way: The Big Opportunity In Personalized Products. Mass Personalization Is Coming. Are We Ready For It? The modern world can be a dehumanizing place. Long gone is the sweet little old lady at the drugstore counter, replaced by big box retailers, brand logos and barcodes.

We’re more often“handled” than serviced, calculated, rather than cared for. That’s about to change in a big way. When I recently spoke to Bernie Meyerson, IBM’s Vice President of Innovation, about trends for the next five years, he repeatedly stressed personalization as one of the most important things the company is working on. Yet, instead of the sweet little old lady behind the counter who has known you for years, the new personalization will come in the guise of a stranger armed with learning algorithms.

Are You An Outlier? In the industrial age, mass production led to mass marketing. They would shoot for the middle, knowing that their product would suit two-thirds of the market very well and 95% of the market to some extent. The problem is that none of us are average. Personal Patterns The New Global Village – Greg. The brands that are moving from mass production to mass personalisation | 12Ahead. This January, Adobe announced that they were bringing 3D printing capabilities via an update to Photoshop Creative Cloud. This update enables designers to move from 2D to 3D through one simple tool and to easily create ready-to-print files for 3D printing.

Whilst many designers might not have much experience in 3D printing, this tool also provides the opportunity for them to quickly produce prototypes without the need for specialised machinery. It’s early days but it will be exciting to see how designers make use of this new tool and the creations that come out of it. Tech companies are also starting to involve consumers in designing and printing their own creations. In early 2013 Nokia gave Lumia 820 owners the opportunity to customise and 3D print their own phone cases.

They released a 3D development kit containing 3D templates, case specs, recommended materials and best practices. The gaming industry is also encouraging its users to personalise and create. The demand for a personalised retail experience (Infographic) Fashion & Mash | Burberry personalising new collection with embedded digital content. John Lewis trials interactive sofa studio using RFID and 3D printing.