Chapter . Product Customization

The web is a perfect channel for product customization:

  • Infinite configuration options

  • Real-time feedback

  • Cost savings over catalogs, brick and mortar, and/or mobile sales force

The attractiveness of Web-based product customization has drawn traditional businesses to the Web (e.g., stationery) as well as upstarts offering product customization that was either not feasible using traditional means or was too expensive to be offered mainstream (e.g., custom cereal). The Web makes customization possible for all, but making these sites usable is a challenge unto itself. Usability is key to the success of these businesses because if users cannot configure their products, there is no sale.

Even if you don’t read German, you ...

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