Mass customisation is particularly at home in the areas of eCommerce and digital commerce, 3D printing as well as Industry and Factory 4.0. The term describes a modern production strategy in which companies manufacture products in large quantities but still customise them according to customer requirements. This combines the advantages of mass production (such as low costs) with customised solutions.
The principle behind mass customisation is that customers can choose specific features of a product themselves – be it colour, size or special functions. A classic example of this is sports shoes, where you can design and put together materials yourself online. Behind the scenes, automated processes and often 3D printing ensure that efficient production is possible despite individualisation.
Mass Customisation means customers get exactly the product they want, without companies having to build a completely new production line for every custom-made product. This lowers costs, avoids unnecessary warehousing, and ensures satisfied buyers. Companies therefore use Mass Customisation to achieve both flexibility and cost-effectiveness.
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