Co-creation

Sunday, April 25th 2010 @ 6:16 PM    post viewed 87 times

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We don’t just want to tell you what we want; we’d rather help make it!

 

The era of product customization might be just beginning to make roots and already there’s a newer and better way to satisfy your customers: Co-Creation/customer made

 

http://trendwatching.com/trends/CUSTOMER-MADE.htm

 

As the name suggests under this concept, Businesses/retailers and manufacturers work with customers to design, make and produce individual consumer specific products or even services.

 

Co-creation also known as customer-made, user manufacturing, consumer customized etc. is not just restricted to customizing laptops and other goods. At a manufacturing level; it involves using personal (face to face) customer insight to develop and produce products.

 

http://www.blank-label.com/blog/?tag=/Co-Creation

 

 

At a retail level, for instance, it involves consumers walking in to stores to design or make their own cereal.

 

http://www.blank-label.com/blog/?tag=/customization

 

This concept could revolutionize retailing. Not just with consumers helping design products to suit their individual needs but by also

 

1. Incorporating consumer preferences into designing stores and retail outlets like ambience, shelf designs and locations, service quality etc
2. helping retailers reach out to niche consumer segments that could otherwise be beyond their regular parameters
3. Furthermore, it could help retailers broaden their knowledge and understanding of consumers and keep abreast of the rapidly changing consumer mindset and continuously cater to their needs.

 

 

I found a few extremely interesting websites and web pages that discuss the multitude of ways that co-creation can affect any business. From incorporating customers right from the concept development through to sales.

 

http://www.pure-insight.com/webinars/mass-customization-next-generation

 

Co-creation works through a variety of existing channels

 

1. Online

 

For instance the Mini.

 

http://www.blank-label.com/blog/?tag=/customization

 

1. Physical retail outlets (like Subway)

 

http://www.blank-label.com/blog/?tag=/co-creation-trend

 

1. Product development – Nokia concept lounge, Dell etc

 

Co-creation encompasses customization but does not start and end around it. Customization is just a small part. Through co-creation, businesses can tap into niche and growing markets of extremely picky consumers who want what they want. Co –creation opens up doors for corporations and retailers to reach out positively to customers and build reputation and popularity and therefore sales.

 

The concept is not old or unknown. It has been around for close to two decades with companies like Lego, Dell etc. But slowly, it is starting to make inroads through small initiatives.

 

 

Could the concept of Co-creation be the next big thing (if used well)?

Could Co-creation be the next big thing in retail?

 

 

 

 

A few more articles:

 

http://www.blank-label.com/blog/?tag=/co-creation-custom-revolution

 

http://ecommerce.hostip.info/pages/719/Mass-Customization.html

 

http://www.springerlink.com/content/m1t75n1q61875237/

 

http://www.blank-label.com/blog/post/Co-Creation-Mass-Customization-and-Fashion-20.aspx

 

http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B8CXH-4P3DTXM-V&_user=10&_cove rDate=12%2F31%2F1998&_rdoc=1&_fmt=high&_orig=search&_sort=d&_docanchor=&view =c&_searchStrId=1309288919&_rerunOrigin=google&_acct=C000050221&_version=1&_urlV ersion=0&_userid=10&md5=fd376dea3a233192b60e76442220df25