As internet has become an indispensable part to our daily life, online marketing is very prevalent nowadays. It is crucial for business success. Marketers can get large amounts of information about users from the web. Through the web analytical programs, marketers track everything that happens on a website. They keep record of user’s online activities such as how potential customers find the website, what consumer’s behaviour is, and why or why not they purchase product. The web analytical programs collect data automatically without biases. Online marketing provides company the great opportunities to develop and promote business, analyze problems and measure marketing success.
Mass customization is one of important strategies for online marketing. Customer becomes prosumer. It is value added strategy between customers and suppliers. Mass customization allows customers add more personal tastes and preferences to an individual product. The process to create the product is very attractive and interesting. It also helps customer make better purchase decision. The product becomes very unique. For example, Chocri chocolate bars, a German mass customization company will move to the US in 2010. Chocri is a customized chocolate company from Berlin. Customers can choose their own chocolate base (white, dark or milk); select personal toppings such as dry fruits, nuts, gummy bears and even spice (chives) and jalapenos. Customer can also add personalize name for their chocolate bars and wrapping paper upon checkout. From each order, Chocri can easily track not only customer’s preferences but also different nutrition requirements. Now when we give someone a piece of chocolate bar, it is more memorable and even sweeter. Chocri also creates a community on Facebook. It allows customers sharing their experience. It is a good way to build strong customer relationship.
Mass customization helps marketers finding customer’s needs, get customer involve more with product design and research. H&M creates fashion studio on its website. When customer browsing the website, they can choose their favourite model and background, by dragging the graphics (cloth and accessories) onto the model, they can create their own look. The website allow customer to save the look and share them with other people. It also provides price information and has different views of the outfit. It is very convenient and time saving for customer. They don’t need to go to the real store to try it on. They do not need to go to different store to find matching shoes or pants. It is easy to find perfect outfit just in one store. It helps customer to make best purchase decision. Meanwhile by using fashion studio, it helps marketers to analyze customer’s shopping behaviour and fashion trends. Therefore, marketers can make quick response in promotions, new product development and pricing etc.
Ikea designs its website with room ideas and style sectors. When customer shops online, they can get free advice on how to decorate their own rooms and purchase stylish furniture with affordable price. Also by browsing the room ideas and style sectors, it stimulates more purchase.
Mass customization helps business attract more people to visit the company’s website, increase the business level, build product royalty and also help business to enhance branding of company and its products.
