In Sara Clemence's article "The Future of Shopping: Custom Everything," the author describes what she envisions as the future of commerce. Clemence lists Nike shoes, Keds shoes, Kleenex, and M&Ms as products that are available online totally customizable. Many people believe that a society used to customizing their products, will demand it. The ensuing snowball effect will make an E-Commerce world where all goods are customizable to the user's preference.
Dell Computers has been selling customizable computers through the internet since the 1990's. Since then, many other computer companies have began to follow Dell's lead and create a customizable E-Commerce market. In addition, this form of customization has spread to other markets as well. Many believe that soon everything will be customizable.
The real trick for retailers though, is to maintain an adequate price while allowing for total customization. Customizable products have been available to "anyone willing and able to pay the price" (Clemence). From such luxury items as sports cars and individually tailored suits, the transition has shifted customization to Nikes, Keds, and M&Ms common goods for the common person. Retailers that jump into the custom product market and develop a cost effective means for mass customization will certainly have an advantage when the customer begins to demand it.
Internet shopping revolutionized the world in the 1990's. E-Commerce has become a thriving market and internet customization beckoning on the horizon, E-Commerce will likely remain strong for many years to come.
Clemence, Sara (2009, March 19). The future of shopping: custom everything. Retrieved May 17, 2009, from Cutom Everything - Dual Perspectives Web site: http://www.portfolio.com/views/columns/dual-perspectives/2009/03/16/Custom-Everything
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