Mass customisation: the next chapter in the FMCG market

Today many industries utilise the concept of mass customisation, providing solutions for companies to tune their offers more closely to their customers’ preferences. The concept is the synthesis of craft and mass production, customising market solutions at the points where every customer’s needs are different, inviting them to adjust the value creation process. Mass customisation had a great influence on the FMCG industry, and blue chip companies experiment with customising products as simple as sodas, chocolates and breakfast cereals. Companies such as Coca-Cola, Albani and Túró Rudi launched campaigns producing millions of customised units, while others like Heineken, M&M’s or Rossmann focused more on the higher customisability of their products. Despite using mass customisation as an additional strategy, a core strategy or an experimental strategy to replace mass production for a short while, companies yield in higher profitability, but most importantly achieving higher customer lifetime value