June 22, 2006

Who Buys Custom Consumer Products?

Why Custom Product Buyers Could Be Your Most Important Consumers

by Carrie Johnson

with Brian Tesch

Executive Summary (This is a document excerpt)

While interest in purchasing custom consumer products (CP) has remained steady over the past three years, several manufacturers have provided online shoppers with the tools to configure and purchase custom products online. The cost to produce one-off custom products is high, and it affects both front- and back-end systems. So, why is it worth going to the expense of creating a custom CP purchase option? It provides a new channel for manufacturers to reach out to buyers directly, and an opportunity to fine-tune their product mix based on direct observations of consumer behavior — consumers who are opinion leaders with greater than average influence.

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