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 certain features of a product themselves - be it colour, size or special functions. A classic example of this is sports shoes, where the design and materials can be customised online. In the background, automated processes and often 3D printing ensure that production is efficient despite individualisation.
Mass customisation allows customers to get exactly the product they want without companies having to set up a completely new production line for every special request. This reduces costs, avoids unnecessary warehousing and ensures satisfied customers. Companies therefore use mass customisation to achieve flexibility and cost-effectiveness at the same time.
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