E-commerce firms are rapidly discovering the value of online product customization and the additional revenue potential that can be generated from it.
Over the last few years, product customization has burgeoned in the online space, as consumers look to buy a plethora of widely differing mass customized goods from suits to handbags and shoes, from bicycles to personal computers. So strong has it become that today many popular brands rest their entire business strategy on their ability to customize. The NikeiD website, for example, offers customers the ability to customize their product.
Psychologically, the decision to buy a customized product is mediated by a number of unconscious factors that shape the customers’ final decision without their awareness.