Mass Customization

Mass Customization ( in German referred to as Customized mass production or rarer than Mass Customization ) is a production concept, in which on the one hand the advantages of mass production (such as economies of scale, experience curve advantage, automation ) are used, on the other hand supported the growing client demand for individualization of its product invoice will. Mass Customization is also an essential goal of the industry 4.0.

The word itself is an oxymoron from the actually fundamentally different terms mass production, mass production ' and customization, customized adaptation '.

Basics

Target market is not differentiated, but the mass market. This will be achieved by variation of a few, from a customer perspective, however, crucial aspects of the product individualization. Typical dimensions are individualization as design features or fit. Frequently, however, these products are also based on the concept of modularity, ie, the product can be assembled from a variety of building blocks.

By means of mass customization you are in the position to serve individual customer needs, the costs are only slightly above those of a standard product. In the athletic footwear industry, this price premium is about 20 percent. The provider must therefore ideally only produce for the specific needs, saving storage costs and due to the fulfillment of the customer wish to avoid price war in the standardized products segment. Often even a position as market leader in innovation is possible.

The company also gains a wealth of customer data and information about customer needs, which are difficult to be determined through traditional market research methods. Through mass customization a company receives including an additional tool for early elucidation of new market developments. A lasting customer loyalty is favored.

The development of mass customization is the open innovation concept, which seeks to develop an integration of new products for consumers.

Made possible the mass customization is only through the use of modern information and communication technology, for example by the customer Internet-based product designed with the help of a configurator itself. Behind the electronic surface is still a highly automated but flexible logistics and appropriate means of production that can produce in one- piece-flow needs.

Mass Customization has already taken in many different industries Foot: textiles, shoes, watches & jewelery, manufactured homes, kitchens, furniture, food, and much more.

Soft Customization

The customization is done not in production, but outside the company. There are basically three types of soft Customization: explicit or implicit personalization; individual finishing in sales and service individualization (eg music programs for passengers, supply the catering, telephone hotlines disorder; website builder ).

Hard Customization

The customization is done already in production by: standardized pre-production and individual final production - or vice versa; individual combination of standardized modules (eg mass production of unique, personal medication ). This method has become very popular with many car manufacturers, where the customer can put together their individual vehicle using a configurator. The customer first selects a vehicle model that is defined by the shape of the body, the engine and the transmission. Depending on the model chosen him a variety of trim levels are offered, from which he can pick his variations. In addition, especially the German automobile manufacturer to provide customers with more options for customization of their exclusive production cars.