What Is Customization in Marketing? (4 Types and Benefits)

Updated February 22, 2022. Published April 5, 2021. Mass customization in marketing refers to the action of altering a product or service to create custom experiences for customers. Many industries use this technique, from retail companies to software designers or financial businesses to modular home construction.

Customisation in Marketing

How mass customization works in marketing

Companies use mass customization in their marketing strategies to gain an edge over rivals or businesses that only sell generic goods. The key is letting consumers know that certain product components can be customized through a made-to-order or mix-and-match offering. This frequently gives a customer a stronger sense of ownership and can encourage brand loyalty.

Companies can: By touting the availability of affordable product customization without sacrificing quality, they can:

A company can use a user’s preferences, choices, and behavior to view or hear advertisements that are specifically targeted to them as a member of a target market or with messages you know they like. This practice is known as mass customization.

What is mass customization?

Through packaging, marketing, cosmetics, or by developing a product that innately adapts to its environment, mass customization is the art of producing goods or services to best meet the needs of each individual customer. Customers respond more favorably to mass customization, which also provides businesses with the flexibility and integration to create custom goods at lower costs on a large scale.

Innovative production methods and technology, also known as made-to-order or built-to-order, were created to enable industries to produce interchangeable parts that customers can select from. As an illustration, a furniture maker might offer a sectional couch or sofa with a variety of layout options and a selection of legs, fabrics, and colors so a customer can tailor it to their living space.

Mass customization applies to many industries, including:

High customer satisfaction and product sales are encouraged by mass customization, which also maintains the advantage of mass production’s lower costs.

Four types of mass customization

The four primary types of mass customization are:

Benefits of mass customization

Utilizing mass customization in production, advertising, and sales has a number of advantages, including:

What is the difference between customization and personalization?

Providing customers with a sense of individual choice and valued opinion is the goal of both customization and personalization. Each also provides a connection to a brand or business and permits individual expression of preferences, needs, and experiences.

The main distinction between the two is that the customer selects personalization while the business offers customization. Take a watch manufacturing company, for example:

Marketing, digital advertising, and social media all use different types of customization and personalization. Here are some examples:


When registering for a service, a customer can specify their preferences, such as specifying how frequently they want to receive emails, for instance. Consider a streaming video platform. You can choose the genres or types of television shows and movies you like to watch, and you’ll then get recommendations for movies to watch the next time you log in. Or consider social media advertisements, where you can block those that aren’t relevant to you or approve the ones you want to see more of.

A customer who customized their own user experience is more likely to respond favorably because they controlled what they see. Customization helps marketers highlight campaigns to those who are more likely to purchase an item.


With certain brands, stores, and online retailers, you can customize your shopping experience through their data collection and receive marketing campaigns that are specially created for you based on your prior purchases or browsed items. Additionally, knowing whether you preferred new product release presale events or clicked on a marketing email for a one-day sale helps personalize your needs and wants and turn them into a perfectly matched message you find relevant to promote future sales.


What is customization in business?

What is customization? Customization is done by the user. Users are asked to list their preferences after which they are shown items that match those preferences For instance, when users sign up for Netflix, the company asks them to choose a few shows they enjoy before presenting them with a list of options based on those selections.

What is the purpose of customization?

Customization is the process of changing a good or service to meet a customer’s or business’s preferences or needs. When we alter something for a particular task, we can also refer to that modification. In other words, we can employ it when concentrating on either clients or tasks.

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