In our series of postings introducing companies that performend very well in our Customization 500 study, we are introducing the next mass customizer. Remember: The order of these feature postings is more or less randomly!
Here is another mass customization venture targeting the younger ones amongst us. Candy producer Jelly Belly Candy Company does not only offer their little sweets in stores anymore but also provides owners of a sweet tooth with an online configurator to get a mix of their favorite Bellys in a personalized gift box. (Mars' M&Ms had the same idea many years ago, but now even allow people to customize the candy itself).
While the box can be designed using a number of templates and individualized by addition of personal images and text, it is unfortunate that the company does only offer three choices of candy-mix: Customers have to choose between a 20-flavor-mix or an entire package filled with either one or two of their favorite flavors. I could see people wanting to mix more than two sorts of candy to get their ideal taste, while not really needing as many as 20.
For me, this is another example of a large brand going into mass customization with a rather simple conceptthat will not provide much harm or complexity, but also will not really capture the full potential of customization. Still, our expert evaluators in the MC500 study liked the site: easy, little complexity, anda fund product full of childhood memories.
Note: Please see this post for detailed information on how to interpret the above data.