Designing Stores for Mass-Customization Experiences

Mass customization is an emerging trend in retail: Consumers can now, for example, “custom-design” their own sneakers through an assortment of choices provided by the retailer. But how can store design best communicate to customers this new experience and, more importantly, help guide those customers back into the stores? Woelfel’s research over the past three years has studied different methodologies for successfully integrating mass customization into retail spaces, and this session will present his findings along with case studies of retailers getting it right.