MADE  TO ORDER: THE RISE OF MASS PERSONALISATION

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In the future, businesses that do not incorporate an element of personalisation into their offering risk losing revenue and customer loyalty. However for many businesses, demand for personalisation runs counter to the dominant model of providing high-volume products
or services through mass distribution or generic service suppliers. The move from mass production to mass personalisation can have big cost implications, so there must be a net benefit to the business to pursue this model. The challenge is to determine how many options
are necessary for a product or a service to feel unique while still being profitable.