Title: IT enabled mass customisation as a tool for bond building – an Indian case study

Authors: Sita Mishra, Susmi Routray

Addresses: Institute of Management Technology Ghaziabad, Post Box No. 137, Raj Nagar, Ghaziabad, India. ' Institute of Management Technology Ghaziabad, Post Box No. 137, Raj Nagar, Ghaziabad, India

Abstract: Today, almost all organisations recognise the need to provide outstanding services to consumers. Globally, companies are embracing mass customisation as a tool for providing unique value to their customers in an efficient manner. Worldwide, many companies have built sustained and lasting relationships with their customers through mass customisation. There is growing evidence that mass customisation strategy is transforming into a mass personalisation strategy and as a result it is redefining marketing and business strategies. However, to be successful, companies in the business of mass customisation must also offer a highly personalised experience to the customers at an affordable and competitive price. In India, congregating personalisation with mass customisation is a novel approach, and can be used for building relationships. In this paper, we have analysed a new business model which makes mass personalisation realisable using IT tools as an enabler, by means of a case study approach.

Keywords: mass customisation; personalisation; personalised gifts; India; bond building; consumers; customer services; unique value; customer relationship management; CRM; business strategies; marketing strategies; personalised experiences; competitive prices; affordable prices; affordability; competitiveness; business models; information technology; communications technology; ICT; Picsquare; Giftstoindia; IndiaCardsGallery; Archiesonline; PAPAM; greetings cards; business information systems.

DOI: 10.1504/IJBIS.2011.038508

International Journal of Business Information Systems, 2011 Vol.7 No.2, pp.136 - 148

Published online: 30 Sep 2014 *

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