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Customisation as far as e-commerce is concerned is not just about letting purchasers choose precisely what goods they want. It is also about knowing what they want before they do, letting them know what you have to sell that they might want to buy, and not bothering them with irrelevant information. In modern e-speak, it is all about carefully targeted marketing. So subsequent chapters of Custom Enterprise.com look at all kinds of ways e-tailers can make individuals feel special. Loyalty schemes, user generated site content, targeted advertising and e-mailings, for example. Wiegran and Koth also raise possibilities such as customised pricing--selling the same goods to different people for different prices. If this sounds unethical, their example of how it works in today's airline industry shows that it is already accepted practice.
There are lots of ideas in Custom Enterprise.com, and the book provides plenty of food for thought. Perhaps its most significant point is something that many other textbooks on e-marketing pass over. Marketing can be most effective when the targets think it is personal service. --Sandra Vogel
Re-imagine your business for the age of e-Commerce When you walk through the door of a high-street bookshop, are they able to re-arrange the entire store to reflect your preferences? Amazon can. Since the dawn of mass production, the people who make things have communicated with their customers only indirectly, and it shows. Products lack the personal stamp of the people who buy them. The internet age has given companies the means to communicate more directly with their customers and to incorporate their ideas in the design, manufacture and pricing. The custom enterprise has been born. Custom Enterprise.com outlines the concepts of customized communication, products and pricing and explains tools like online auctions, user generated content, mass customization and online market research, and looks at those companies which have been customization pioneers.
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