customizing

Customizing describes the adaptation of products or services to individual customer requirements. If companies are able to do this as a business model in large quantities, it is also referred to as mass customization.

Customer-specific production is carried out via the Internet using appropriate software. Examples of such personalized products include NIKE iD, which gives customers the opportunity to customize their sports shoes. Customizing is also possible in the shopping experience through services. For example, Amazon individually adapts its book offerings to the customer's previous searches.