May 17, 2022

Moka Bellaire


The key to e-commerce personalization

2 min read

Personalization has been a potential promise of the internet and e-commerce since the early days of the internet. Since the dawn of the modern internet, the belief is that getting a product down to a specific user’s need is beneficial, as it leads to greater loyalty and exceptional customer experience.

There are four main approaches of how to handle customization:

  1. Adaptive customization: Using a standardized product designed to accommodate many uses. One such example is Phillips light bulbs, where a customer can adjust color, brightness, change how lights are controlled, and program schedules.
  2. Transparent customization: Where a manufacturer adjusts based on customer data, such as function of beauty hair and skin products. They are formulated for each customer, but with the same packaging.
  3. Cosmetic customization: Think of Nike, where you as a customer can select a standard style and size of shoe, but can customize colors and finishes.
  4. Collaborative customization: The most advanced — the example of Sheffer Cylinder Configurator, where the customer can work directly with an engineer or design on their own.

Product configurator is the technology used behind the scenes to enable proper product customization at scale.

Learn more about how the product configurator achieves a superior level of collaborative, high customization with the visual deep dive below:

Infographic courtesy CADENAS PARTsolutions

About the Author

Brian Wallace

Brian Wallace is the Founder and President of NowSourcing, a leading infographic design agency in Louisville, Kentucky, and Cincinnati, Ohio, that works with companies ranging from startups to Fortune 500s. Brian runs #LinkedInLocal events, hosts the Next Action Podcast, and has been named a Google Small Business Adviser for 2016-present.

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