When you think about mass customization in retail, which brands spring to mind? Build-A-Bear Workshop? Sure, but many other retailers are getting into the customization game, feeding a growing consumer demand.
For the past three years Wesley Woelfel, a professor at California State University, Long Beach’s Department of Design, has studied different methodologies for successfully integrating mass customization into retail spaces. He’ll present his findings—along with case studies of retailers getting it right—in his IRDC session Designing Stores for Mass-Customization Experiences on Wednesday, September 7. Here’s a preview:
IRDC: Why do you think customized sneakers, jeans and other goods have gained popularity, even in a tough economy?
WW: People inherently enjoy self-expression and uniqueness. Customization of sneakers, jeans and other goods creates a stronger perceived value because of its owner’s self-expression. Mass customization continues to grow, even in these tough economic times. The rarest, most customized items are generally the most expensive; mass customization gives consumers a taste of customization for a less expensive price.
IRDC: Tell us about your research over the past three years. What trends are you seeing in mass-customization retail, and what has surprised you most?
WW: In my research, I have examined several retail and experience designed environments created specifically for mass customization. Recent trends include the fusion of online and retail mass-customization methodologies, and the inclusion of social networking into the user experience.
IRDC: Give us an example of a retail brand that's getting customization right, and explain why.
WW: Nike. With Nike ID, sneaker fans finally have the chance to design their own sneakers. Retail environments like the Nike ID Studio in New York are paving the way in this genre simply because there is a strong demand for customization of their products. Apple continues to do a great job in the genre as well. How can you buy an iPad 2 and not select your favorite color and material for its cover? The mass-customization experience is minimal, but it certainly enhances the value of the purchase.
IRDC: What’s the #1 do and the #1 don't when it comes to designing an in-store customization experience?
WW: It is incredibly important to create an all-inclusive user experience when developing the customization experience. An environment designed to emphasize, rather than compete with the user experience, is a key ingredient. It seems in-store customization experiences that are less successful include environments that do not consider all phases of the user experience, and environments that are just too complicated to enjoy.
