Forrester

Why Read This Report

While appealing to customer needs is always important in product strategies, it's imperative for mass-customized offerings in particular. Buyers must have the right options available to them — the choices of what features they can alter — for these product offerings to achieve resonance. Product strategists can learn from the examples of today's mass-customized product strategists at companies like Frecklebox, Gemvara, J. Hilburn, and Lego. Appealing to consumers can entice them into a virtuous loyalty cycle. Today's consumers are sociable technophiles with high standards — meaning that product strategists have a high bar to clear in order to please them.