About new possibilities of product individualization for online shoppers according to ACTA study 2009 ever-larger parts of the German population use the possibilities of online shopping. Now 70% of the population aged 14 to 64 years shopping around online. Already for a long time, it is clear that manufacturers and retailers with online stores opened up an additional distribution channel for existing products, but also the Internet also offers options, to make individual offers every user that were hardly possible in the traditional distribution channels. Includes the individualization of the marketing instruments which a dealer much more targeted to speak to his buyer, E.g. via purchase recommendations based on past purchases or newsletter speech. This includes also the possibility of personalization of products, which was in large measure by the online sales channel in the role.
Personalized products reached an ever larger in recent years Encouragement, because it is a basic need of the people to distinguish on the one hand from each other, and on the other hand by choosing specific products group memberships to demonstrate. In addition, the users developed a stronger emotional attachment to a personalized product. That personalized products here are often much more expensive than comparable products, like is accepted as a “desired”product in the eyes of users unique and therefore is worth this price. The possibility of personalization of products can be basically divided into three different groups: A product can be customized through an external adjustment, such as labels on beer bottles (E.g.) or name on baby pacifiers (www.schnullermitnamen.de), a product can be personalized with own content of the user / buyer. Especially photo books (E.g.) fall into this category or photo gifts of all kinds (E.g.,) as a product may be newly created by the information of the user, so that two Products for two different users are almost not comparable, although the same basic modules were used in each. Examples of these are individual composite cereals (E.g.), self-composed perfumes (such as) or personalized children’s books (E.g.) have all these products together, that only the possibilities of process optimization in the order process of online shops and the automated processing allowing, cost-conscious to produce such individual despite low numbers and to pass on to the consumer at marketable prices.