Featured Companies from the MC500 (Part 17): My Jelly Belly: A Personal Candy Mix

MC500_Signet_2012In 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!

 

Today: Jelly Bellys mixed to suit your needs – sort of

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.

Jellybelly

Note: Please see this post for detailed information on how to interpret the above data.

By | 2018-06-14T06:54:08+00:00 September 3rd, 2012|MC500, Personalization|

About the Author:

Frank T. Piller is a Co-Director of the MIT Smart Customization Group at the MIT Media Lab, Massachusetts Institute of Technology, USA, and a chair professor of management at the Technology & Innovation Management Group of RWTH Aachen University, Germany, one of Europe’s leading institutes of technology. Before entering his recent position in Aachen, he worked at the MIT Sloan School of Management (2004-2007) and has been an associate professor of management at TUM Business School, Technische Universitaet Muenchen. Frequently quoted in The New York Times, The Economist, and Business Week, amongst others, Frank is regarded as one of the leading experts on strategies for customer-centric value creation, like mass customization, personalization, and innovation co-creation. His recent analysis of the crowdsourcing business model “Threadless” (co-authored with Susumu Ogawa), an innovative crowdsourcing business model in the fashion industry, has been elected as one of the Top-20 articles in MIT Sloan Management Review.