Trends Report

Appealing To Consumers With Mass-Customized Product Strategies

Entice Customers Into The Loyalty Cycle

May 24th, 2011
J. P. Gownder, Vice President, Principal Analyst
J. P. Gownder Vice President, Principal Analyst
With contributor:
Annie E. Corbett

Summary

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.