We propose that the next stage of evolution of mass customization is customerization

A buyer-centric company strategy that combines mass customization with customized marketing.

Customerization

The process that occurs when a business customizes products or services by using feedback obtained from its clients. A company uses a more advanced form of customerization when it can tailor its products, services, and communication on an individualized basis according to specific customer preferences.

Customerization

Our product line is idealy suited for customization and personalization. ( CUSTOMERIZATION ).

A company uses a more advanced form of customerization when it can tailor its products and communication on an individualized basis according to specific customer preferences.

Branding: The Consumer Name as a Brand

Reect.com provides you, the consumer, not only a customized webpage (reecting the consumer’s lifestyle and preferences) and customized products (reecting the best can offer to address these needs, interests, desires,and preferences) but also a customized brand name—your name as the brand.

 

Competitive Advantage: The Power of Finesse

Success used to depend on marketing power. Bigger was better and competitive strategies often resembled the “arms race” of the Cold War period: “You increase your sales force and I’ll double mine.” Increasingly, however, success depends much more on nesse—ability to deploy effort into areas that generate higher customer value than the added cost of providing that value. While huge marketing campaigns and massive ad budgets may still work, they are no longer as important for success as they once were. Given the direct channels for reaching customers, the increasing number of strategic options available, and the increased acceptance of co-marketing and other forms of strategic alliances and outsourcing, finesse is more important than brute strength.

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