Mass customization refers to the ability of a company to produce goods or services that are tailored to meet the specific needs and preferences of individual customers on a large scale. Unlike traditional mass production, where identical products are produced in large quantities, mass customization allows for flexibility and personalization within the production process.
In a mass customization approach, companies leverage advanced technologies and flexible manufacturing systems to efficiently produce customized products at a scale comparable to mass production. This customization can involve variations in features, design, and sometimes even functionality to match the unique requirements of individual customers.
The key idea behind mass customization is to combine the efficiency of mass production with the personalization of custom-made products, allowing businesses to address diverse customer needs while maintaining cost-effectiveness and scalability. This concept is particularly relevant in industries where consumer preferences vary widely, and there is a demand for more personalized and unique products.