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For B2C Marketing Professionals

Appealing To Consumers With Mass-Customized Product Strategies

Entice Customers Into The Loyalty Cycle

May 24, 2011

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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.

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  • Customization Appeals To More Than A Third Of US Online Consumers
  • Customization Appeals To All Ages But Skews Young
  • Customization-Oriented Consumers Display Enthusiastic Attitudes

Table of Contents

  • Customer Insight Is Critical For Mass-Customized Product Strategies
  • Pro-Customization Consumers Are Sociable Technophiles
  • RECOMMENDATIONS

  • Engineer A Customer-Driven Customized Product Strategy
  • Supplemental Material
  • Related Research Documents

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