Here at Treehouse Logic we talk to a lot of start-ups about launching new, design-your-own business models. This post is second in a series of tips for new entrepreneurs entering the mass customization space. Here is the first post.
Remember the product configurator is a sales tool
Limit the amount of control your configurator offers. Your customers wouldn’t want to walk into your retail store and be handed scissors and raw material, would they? Yes, they want to be involved in the design process, so give them control, but insist that options and combinations they select have been pre-approved by you. Customers depend on your expertise to design, build, and deliver the product.
Don’t ask your customers to make difficult design decisions. The backlash of control is frustration. Customers who ask for power will in fact abandon the process if they feel like they are asked to do too much work or make tough style decisions.
Keep in mind that the risk is not necessarily in a long purchasing process, but in creating a difficult purchasing process. The same customer who abandons your website after trying to design a custom dress shirt for 40 minutes will happily spend 4 hours pinning images on Pinterest. Why? Pinterest is easy, intuitive, social, fun, visual, and low risk. Configuring a dress shirt is loaded with risk.
Many new build-your-own companies get distracted by new web technology and sexy visualization gimmicks. Customers don’t need a space-age hologram of your product; they just need an accurate, elegant picture of the customized product to help increase their confidence. Remember, you’re not in the technology business, you’re in the customer satisfaction business. Simplicity is key to sales.
“Online apparel retailers have the highest return rate in eCommerce. On average, 1-in-4 garments bought online are returned to the retailers. The return rate is higher – over 40% – for fitted and more expensive fashions. Most of the returns are due to bad fit.”
Anytime you are asking customers to step away from the computer to find a measuring tape and measure themselves you are losing a big chunk of your audience. There is too much risk of error.
No one has cracked “the fit problem,” but many are struggling with the measure-yourself-at-home approach.
Custom by design
Many companies fail at custom products because it contradicts their core culture. Company’s like Levi’s could not simply bolt-on customization to their mass production business. Build your culture and business model around customization from the ground up. Just like many new business models are re-defining themselves as “social by design,” (like Spotify for music, or the Washington Post for newspapers) build up your company to be “custom by design” at it’s very core.