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Targeted appr
Meeting the demand for mass personalization at scale.
By Bruce Bookbinder
The traditional assembly line – with standardized parts, steps, and products – has long been the backbone of manufacturing for low-cost, high-volume goods. But as products grow more complex and consumer and regulatory expectations become more nuanced, a one-size-fitsall approach is no longer enough.
Consumers increasingly demand personalized products tailored to their specific preferences – from cars and smartphones to sneakers and appliances. Meeting this demand at scale, while maintaining profitability and managing cost, complexity, and supply chain constraints, remains a major challenge.
To adapt, manufacturers are turning to advanced technologies and strategies – such as product lifecycle management( PLM), the digital thread, and AI-driven manufacturing. Mass personalization is emerging as a critical focus, and understanding the drivers behind this shift – and the technologies that make it possible – can help manufacturers take practical steps toward large-scale custom production.
The evolving landscape of manufacturing customization
Historically, manufacturing prioritized highvolume, low-cost production of identical products. Every customer received the same item – same parts, same materials, same features. This approach was efficient, inexpensive, predictable, and required minimal skilled labor.
Today, this model no longer aligns with consumer expectations for tailored offerings – whether it’ s custom-colored phones, personalized shoes, or uniquely configured vehicles. In response, manufacturers are updating their processes to serve these niche audiences with products that resonate personally, helping foster brand loyalty. This shift requires a more targeted approach to manufacturing known as mass personalization.
Customization in modern manufacturing can also be driven by regional regulations and material availability. For example, certain production materials may be restricted in Europe but permitted elsewhere. In such cases, manufacturers may tailor products regionally, using more expensive, compliant materials only where required.
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