As a first step, we would like to clarify the question of what prerequisites must be fulfilled to succeed with a geared business model to mass customization.
Business studies professor Frank Piller from RWTH Aachen University also got to the bottom of this question. In a large-scale study, Piller evaluated publications and case studies from the last ten years, /7on a survey of 238 companies from various industries, including the USA, Germany and Italy.
Piller came to the conclusion that investments in mass customization can be lucrative for many companies, regardless of products and sectors. In his study, Piller discovered three fundamental strengths in successful companies:
- The ability to recognize customers’ wishes and needs
- The ability to adapt production chains flexibly and as smoothly as possible.
- The ability to make the customer’s purchase decision as easy as possible.
In mass production, market research is a proven way to get closer to customers, but if you want to be successful with mass customization, you need to be much more flexible. With the ongoing development of innovative technologies, there are now good opportunities for entrepreneurs to enter the market. In addition to 2D solutions that have already been in use for many years, real time 3D configurators are increasingly found on the internet today, i.e. users can configure their desired product in real time.
Here you will find some application examples for real-time 3D configurators.
Mass customization concepts based on a real-time 3D configurator, facilitate the customer’s purchase decision through the realistic visual presentation of the end product and according to Piller, have a significant positive influence on the success of the entire business model.
Against this background, in recent months more and more entrepreneurs have ventured into mass customization with a 3D configurator as the core of the entire business model.
In the following, we would like to present some practical examples that are based on this concept.
As a first example, we present the eCommerce platform for personalisable furniture, MYCS.
Founded in 2014 by Kachun To, Christoph Jung, Claudio Bredfeldt and Kai Sap in Berlin, the StartUp offers its customers the opportunity to personalize their furniture with the help of a 3D configurator and thus to decide independently on the color, material, size or features of the products. The range currently includes dining and side tables, sideboards, shelves and various other seating furniture.
The young Berlin entrepreneurs benefit from a financial injection of € 10 Mio. The main investors include Beringea, a London venture capitalist, and Zimmermann Invesments. The main objective of these investments is to expand business activities throughout Europe. Part of these investments will be used to further develop the technology.