Customisation: Fulfilling customers’ fantasies

The innovation trend of customisation is now reaching critical mass. From breakfast cereals and decorated cakes, to vitamins, sporting goods, and luxury automobiles, customers can now create a product that they can truly call their own. In the past, retailing and manufacturing was predicated on scale, with companies mass producing goods to achieve efficiency. Customisation was rarely an option – as Henry Ford famously said, “You can have any colour you want, as long as it’s black!” Custo

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