Mass Customization: Tailoring To The Individual

NIke, Dell, and Swatch

The system of mass customization benefited manufacturers by offering services and achieving greater customer satisfaction and brand loyalty. In addition, customization brought greater advance information on market trends and reduces inventory. Usually, many companies cannot handle the mass customization system because of the way how their supply chains are designed and optimized for producing predetermined amounts of stock.  Because of this, some manufacturers believe that the profit margins are too low for those who adopt the mass customization system, and thus the system is not economically feasible since it depends on the type of the product.

To increase sales, most manufacturers integrate the most common appealing features into their products to move units.  Conversely, the ideology of mass customization is that every aspect of a product will be tailored to a customer specifically.  For example, Swatch, the world’s largest watchmaker company, produces standardized internal mechanism components en masse, but also offers a wide variety options such as colors, straps, faces, and so on. The idea of a personally tailored product has been adopted by prominent vehicle manufacturers, computer manufacturers, and many more.

Dell, as another example, has demonstrated the idea of mass customization and utilizes it to allow their customers a very personal PC experience. Dell allows customers to assemble their own desktops and laptops online by customizing components such as, hard disk, graphics cards, processor, memory (RAM), and other options before assembly and delivery.  Amazingly, Dell manages to offer a fair amount of variety with their components, but achieves the lowest cost of production in the entire industry, leveraging the benefits of e-commerce and mass customization in selling directly to customers.

Both Swatch and Dell offer personalized experiences, but these two manufactures do not offer an unlimited number of choices.  Instead, companies learn what sort of spectrum that customers would be comfortable purchasing in and adjust the limits accordingly so that customers will end up happy with both their product and service.

Nike, as the most popular sports equipment manufacturer in the world, pioneered many ideas in the industry of mass customization. In spite of this large number of products tailored to golf, basketball, tennis, and soccer enthusiasts, operations managers at Nike have improved product quality while reducing overall costs. Nike allows customers to customize many of their products. For instance, customers can print their own names and numbers on shoes as well as customize their shoe strings to different color. Consequently, these practices boosted sales of Nike products to phenomenal levels, smartly marrying the links between sales, production, design, supply chain, and logistics.

The greatest downfall of mass customization is wait time.  Considering that each product must be tailored to a specific customer, often being done by hand, it will take longer to be in a purchaser’s possession.  That is where uniformly mass produced products are advantageous, as they do not have to meet a specific criteria.  In addition, most custom products cannot be returned to a manufacturer, since the item was created specifically for an individual and the likelihood that that product would meet another person’s needs exactly is slim.

 

Should more businesses adopt the idea of tailoring a product to an individual’s needs?

 

 

 

 Sources:

“Combining Elements of Mass Production with Those of Bespoke Tailoring.” The Economist. The Economist Newspaper, 22 Oct. 2009. Web. 23 May 2013.
http://www.economist.com/node/14299807

Mello, Adrian. “Mass Customization Won’t Come Easy.” ZDNet. N.p., 19 Dec. 2001. Web. 23 May 2013.
http://www.zdnet.com/news/mass-customization-wont-come-easy/296569

“NIKE ID – The First Example of Mass Customization Driving Profit? | Crossroad Innovation.” Crossroad Innovation NIKE ID The First Example of Mass Customization Driving Revenue Comments. N.p., 10 Sept. 2010. Web. 23 May 2013.
http://www.crossroadinnovation.com/nike-id

“NIKEiD.” Mass Customization. N.p., n.d. Web. 23 May 2013.
http://www.mass-customization.com/custom-shoes/nikeid/

 

 

 

 

 

 

 

 

Retail to E-tail

There are a lot of pros and cons to doing online shopping as opposed to in-store shopping. Online shopping seems like it only affects consumers by giving them a different medium to make their purchases but we fail to realize that it affects the sellers as well. Through online purchases, businesses gather a lot of data about consumers. Sellers can track which sections of items are the most popular, which products are the most viewed and for how long, and which products are most browsed at but not bought. This gives online sellers a competitive advantage over in-store sellers as they know more about their customers. And everyone knows that the understanding your customer is one of the most important factors in having a successful business. This is empowering in-store sellers to seek e-commerce level data.

The article talks about one company that brings customer tracking data to in-store businesses. This is in hopes of slowly bridging the competitive gap between in-store purchases and online purchases. How can they possibly get consumer data without changing the in-store purchase process? By simply observing the customers! Prism Skylabs specializes in in-store surveillance equipment that tracks customer movement. Prism installs special cameras that captures everything in the store and then is sent to the store’s computers where it is processed by Prism’s special software. The images of the actual shoppers are cut out to respect their privacy.

What is so different about Prism’s techniques than regular surveillance cameras? Prism’s software allows them to “look at which products are hot, which are being moved around and touched, and all kinds of data that allow merchandise teams to understand what is going on across a wide range of stores”. This allows the sellers to get information that the type of information that online sellers use to enhance their systems to get more purchases.

Who is using Prism? Right now, Prism has partnered up with 30 retailers. Retailers that Prism is working with include T-Mobile and Famous Footwear. Does it actually work?  A candy store in Oklahoma City was using Prism in their stores and after close observation they changed their premium display to low-selling seasonal candy rather than their famous candies that buyers usually take the time to look through the store to buy. This allowed the store to quantify the customer’s thoughts and make an effective decision in their operations.

Moreover, Prism is not the only data providing company that is emerging. Other companies are picking up on the importance and building unique strategies and techniques to sell to businesses. For example, Shopkick is an app which personalizes deals for a customer in real time as they walk through the store.

Is it worth it to sellers to invest in these data gathering companies?

How do you feel as a consumer towards this type of innovation? Do you feel that you will be making more beneficial purchases or do you feel manipulated by the sellers to buy their preferred products?

Link:http://www.businessweek.com/articles/2013-04-25/to-catch-up-with-e-tail-tools-to-track-shoppers-in-the-store

Airline Industry Summer Strategy: Have lessons been learned?

“As an airline, if you’re not excited about summer, you’re in the wrong business,” said Mike Van de Ven, Southwest’s chief operating officer. In other words, if you cannot handle the heat get out of the kitchen. This summer, airport crowds are expected to be the largest in the U.S. since 2008. In 2012, all airline flights including regional had an average 76.1% on-time flight arrivals (flight stats analytics WSJ). That will not “fly” this summer.

image_security_linesWhat method of forcasting informed Airlines that airport crowds are expected to be higher than recent years?

United had a terrible summer last year—only 67.9% of flights arrived on-time in summer months. Customer complaints soared. The airline blamed computer system problems related to its merger with Continental Airlines and an attempt to schedule planes and crews more tightly. The plan backfired because it created longer delays and widespread disruption when tighter schedules couldn’t be met. The use of Gantt charts to schedule turnover time is a simple strategy Airlines use. They are constantly coming up with new ways of speeding up this complex process. Southwest does not have to purchase many Airlines because of how fast they can turnover planes. They plan to use spare airplanes this summer to accommodate stuck travelers more quickly. Southwest plans to routinely keep operating late into the night rather than cancel flights on stormy days. This is a contributor to why Southwest is a leader in customer satisfaction.

What is a disadvantage to scheduling each project to tight with each other?

United says they are better prepared for summer because it has more staff and better scheduling. In addition, the airline has rolled out new graphics screens for its computer system to make it easier and faster for airport agents to use. United also is introducing new boarding lanes at gate areas. Five different boarding groups will line up in different areas, similar to how Southwest lines up customers by groups, so that each group will have a designated place to wait. A brilliant new seating system is set to take off. The coach cabin will board window-seat passengers first, then middle seats, and aisle seats last. With the “Wilma” system, as United calls it, seats fill faster because people already seated don’t have to get up as much to let a row mate in.  Now there are more reasons than one to get an window seat.

The industry as a whole have made changes that fliers should be aware of before making travel plans. Budget cuts in Transportation Security Administration overtime will likely lead to longer security-screening lines. Make sure travel plans are set in stone because domestic ticket fees change  to $200 from $150, and international change fees went to $300 from $250. United Airlines, Delta, American, and US Airways collected a total of $2.3 billion in reservation cancellation and change fees last year, according to the Department of Transportation.

Will higher change and cancellation fees persuade fliers to book with other airlines?

What may be the reasons Airlines raise these fees? http://online.wsj.com/article/SB10001424127887324659404578499162528986162.html?mod=WSJ_hpp_LEFTTopStories

“Bring the Taxes On!” An early Christmas or Nightmare?

Conline-shopping(1)urrently, online sellers are only required by law to collect tax on the states they have a physical presence in. Online only businesses are not required to charge sales tax and consumers who don’t pay sales tax on purchases they make online are supposed to pay that tax to their state. But, that rarely happens. Only 1% of consumers actually follow that law and the rest get away with it.

Consumers enjoy the concept of buying online to avoid tax and this may be coming to an end soon if the bill for internet sales tax law is passed.  Some say, that the bill passing will be an early Christmas for Retailers that have a physical presence.  In a survey taken by an advisory firm (Alix Partners),  30% of online shoppers said they would stop shopping online and shop more at retail stores that have a physical location if all online business started taxing.  The other half of the people surveyed said the sales tax would not affect their online shopping habits. Management for retailers need to figure out the pros and cons of the sales tax online.  Some will be affected while others will not be.

Companies like Amazon were against the online sales tax bill passing at first. After years of opposition, Amazon also is supporting the bill because they are already collecting sales tax in nine of the states where it has warehouses.  While Amazon is supporting the bill now, many other online retailers are opposing the bill saying that it would hurt their business and it would be an administrative nightmare because they would have to manage to determine tax rates for different states and locations at checkout. EBay another large online retailer like Amazon, has a slightly different opinion on the tax law.  John Donahoe, the CEO of EBay  says that if congress does pass the online sales legislation, small businesses with less than 50 employees or less than $10 million in annual out of state sales should be exempt from the sales tax law nationwide.  EBay is not completely opposing the legislation, but they are saying that it should have some exemptions to it.  Americans for Tax Reform, an anti-tax group also strongly opposed the bill as well as other online retailers.

The law would only apply to online sellers that have at least $1 million in sales and do not have a physical store or warehouse.  If the bill is passes it is estimated that more than $12 billion in additional sales taxes will be collected from online purchases each year. The only concern of the bill passing is its affect on online businesses. This could be a possible nightmare for them and really hurt their business. The bill has the full support of retailers including Best Buy, Target, Wal-Mart, and Barnes and Noble because they already are required to charge tax online because they have physical presence in most states.

What could be possible techniques for online business to keep running despite them charging online tax?  Do you think that retailers with physical presence will benefit from this bill passing?

http://www.cnbc.com/id/100716012

http://money.cnn.com/2013/05/05/news/internet-sales-tax/index.html

Can the Cruise Industry Stay Afloat?

It’s been a nightmare at sea for this seasons start to the 2013 Cruise Season. From passengers going overboard, crew members dying and of course the horrific Carnival cruise ship that suffered a mass power outage that left over 4200 passengers stranded in the Mexican Gulf, the industry has been hit with new challenges.

Although, Carnival Cruise line has been getting the blunt of the bad media coverage for several equipment failures, the whole industry of cruise ships still have been affected. The Cruise Industry is now facing challenges of attracting new passengers due to recent events coupled with the old challenge of increasing operational costs and competition.

With high fuel costs, expensive airfare, and a rougher economy, almost every cruise line has been forced to cut costs while still trying to attract consumers. The Carnival Cruise ships have been proof that cutting costs in procedures, maintenance and quality crew members in order to provide over the top amenities and attractive destinations at reasonable costs to passengers have major consequences.

The challenge is not just picking attractive destinations and providing better service and perks then the next cruise ship.

All cruise lines have been optimistic in light of the horrific at-sea events, through the release of big upgrades, innovations and reengineered cruise ships in attempt to save the industry and their images. Cruise lines are taking on the challenge by restructuring ships to be the destination. An editor of cruisecritic.com , Caroyln Spencer Brown believes that “When you start focusing on shiny new ships with funky, fun, new amenities and features, the market comes back.” Or at least that is their hope.

The Royal Caribbean will release more thrill seeking attractions like bumper cars and simulated skydiving, while the Disney Cruise line will be redesigning their old ship to mimic the Marvel Comic Superhero theme. Several other major attractions like water parks, state of the art dining , world class exercise classes are all features that are changing the cruise line industry; it’s no longer just about the port destinations, its the ship itself that delivers the true experience.

While other cruise lines are adding over-the-top products and services to their ships, Carnival Cruise is sticking to product improvement. They have cancelled several cruises and spent over $300 million on safety upgrades and emergency generators to enhance their dependability and prevent anymore-technical nightmares.

Although, the thrill of walking on a plank, ice bars, eccentric food from Food Network Chefs, themes and celebrity shows sound enticing…I think there is a point where safety should not be forfeited. Also, is it really right for Cruise Lines to believe the ship “experience” outshines the actual destinations?

 

Ice Bar in Norwegian Cruise Ship

Observatory 300 feet above Sea Level

Would you pick a cruise based on it’s innovative amenities or on the basis of the trips destinations?

What dimension of quality do you think is most important for Cruise Lines to focus on?  Aesthetics? Service? Reliability etc..?

 

http://www.newsday.com/travel/cruises-get-good-buzz-from-new-ships-overhauls-1.5279922

http://abcnews.go.com/Travel/carnival-cruise-lines-cancels-dozen-trips/story?id=18771670#.UZf8Eyv5l9k