"Mass customization" represents a delivery process where mass-market goods and services are customized for a very specific customer need.

In 1914, the first Model T rolled off the assembly line and ushered in the era of mass production. Each car was produced in only an hour and 33 minutes, and customers could have "any color they wanted, as long as it was black."

Today's consumers are far more demanding, so much so that the mass production business model is giving way to a new standard: mass customization.

Today, a Ford Explorer can be ordered in more than 2.5 million different ways. A Steelcase office desk has more than 1.2 million variations, and a single series of SMC compact cylinders can be configured in over a million ways.

By moving from mass production to mass customization, companies gain an edge over their competitors. By allowing customers to quickly and accurately customize products to their specific needs, companies earn customer loyalty. When purchasers order custom products, companies learn more about their customers' preferences.

But as technological advances enable manufacturers to cost-effectively meet consumers' increasing desire for variety, new problems emerge. How do you efficiently present millions of variations to customers? How do you prevent the sales costs for these products from skyrocketing?

TechniCon and our CustomCommerce software answer these questions by providing industry-leading e-commerce technology, proprietary data transformation tools and years of sales automation experience.

By simplifying and streamlining the process of configuring, visualizing and ordering complex products, CustomCommerce impacts a company's bottom-line by expanding sales, shortening the sales cycle and reducing costs.