Mass Customization in Marketing: Definition, Benefits & Examples

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  • 0:01 Definition of Mass…
  • 0:43 Some Benefits and Examples
  • 2:17 More Examples of Mass…
  • 3:32 Lesson Summary
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Lesson Transcript
Instructor: Ashley Johns

Ashley has taught college business courses and has a master's degree in management.

Businesses are pushing every day to find ways to achieve mass customization in marketing. We will explore what this means, the benefits, and some examples. Finally, you can test your knowledge with a quiz.

Definition of Mass Customization

Are you tired of having the same things everyone else has? Do you want to be unique? Can this be achieved without a high price tag? Great news…it can!

Mass customization refers to a company's ability to efficiently mass produce products that meet individual consumer wants and needs. The popularity of this process came from people striving to be unique. A common way to carry out mass customization is to offer a basic package for a product and then offer customers a range of features they can add or subtract. That way, businesses can provide a certain set of options for modifying a product without the costs associated with making a 100% unique product.

Some Benefits and Examples

Mass customization carries the benefits of high product sales associated with mass production as well as the high customer satisfaction that comes with owning a specially modified product. Customer satisfaction in turns leads to improved company reputation and sales.

Think of a gentleman shopping for a new suit. He quickly finds a style in a tone of gray that he likes since the store has an enormous inventory, but the real reason he likes to purchases suits here is because the company then measures him and tailors each suit exactly to his size and preferences. He likes the fact that the suit is made special for him. His perception is that the world sees how it is a perfect fit. The shop had already mass produced a certain model and color of suit, and the tailoring was a relatively simple customization.

Or, think of a business woman who has a customized pink sports car. She wants to own a particular fancy model to show her social status, but she wants it to be hot pink with black and lime green seats because she wants to stand out from her male colleagues. The model of the car is mass produced, but painting it and adding in custom seat covers were special, relatively easy alterations.

Or, more humbly, think about ordering a flower arrangement that will be delivered to your mother's home, but you want to pick all of her favorite flowers so the bouquet shows that you specially thought about her preferences. The flower shop has a massive selection of flowers, but the specific flowers going into each bouquet is customized.

More Examples of Mass Customization

Responding to customers' desire for one-of-a-kind shoes, a shoe company decides to create a website that allows customers to create the shoes of their dreams. Customers can select from a particular style and then individualize the shoe by choosing their favorite colors and adding on embellishments, like gemstones on the heels or beads accenting the straps.

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