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What is Custom Configuration?
“Ever Dream of owning an IBM.com or Dell.com"
Funny story…
It was about two and a half years ago that I got accepted to law school. A good friend of mine, who already attends law school, told me that it is absolutely essential to have a computer when studying law. Believe it or not, I have not owned a computer up until that point. Ironically, even though I did not own my own PC, I was a big advocate of the internet. I browsed the net at my local university almost on a daily basis. I also purchased products periodically. And since it is common knowledge to score a better deal on the internet than shopping at your local store, I figured this purchase would be no different. I ended up finding a reliable site with really good deals, however I was a little disappointed because I was unable to build the PC to the way I wanted it. Each package deal they offered was not configurable. I could not change the size of the monitor or select amount of RAM I wanted. I had the option of buying each individual component part, however I did not feel like paying $300 more than what the package price was. I thought to myself, why can’t I have optional features when choosing one of these computer packages. I fathom that the customer would be more satisfied if he could build his computer to his specifications, without bankrupting himself. I’m not a rocket scientist, but I do believe that more customer purchases equal more revenue. Perhaps the site owner is making too much revenue. Then it dawned on me, maybe it is not the owner, perhaps it is the technology he is using. Maybe his shopping cart does not allow for customers to build their own PC. Perhaps he did not have tens of thousands of dollars to spend on this type of functionality. Later I would find out you do not have to spend tens of thousands of dollars, you just need to find the right shopping cart company. To finish my story, in order to configure a PC to meet my needs, I ended up surfing to Dell.com. They have billions of dollars, I’m sure their shopping cart will allow me to build my PC the way I want. Sure enough after browsing through their site, they do. For something as simple as extra functionality on a shopping cart, I had to donate my $1400 to someone who really needed it (By the way I’m being sarcastic).
The funny thing about all this is that the website that lost my sale is not alone. In fact, over 80% of the computer sites on the internet do not have this type of functionality. Why? Because they are using the old traditional shopping cart. An outdated electronic machine that will only process one item at a time. It is the year 2005, and times are changing, especially when it comes to ecommerce. People’s needs are getting more diverse every year, and businesses are using every tactic in the book to make a sale. And just like my example above, if a customer does not get exactly what he or she desires, then you will probably lose the sale. Competition is very stiff, especially on the internet.
What is custom configuration?
What is custom configuration? According to dictionary.com, custom is defined as “Specializing in the making or selling of made-to-order goods.” Configure is defined as, “To design, arrange, set up, or shape with a view to specific applications or uses.” In computer science terms, it simply means to allow your customer to be able to tailor a product to their specific needs. For example, say you want to buy a computer. Custom configuration allows you to have the option of choosing the size of the monitor, the style of the keyboard, and the amount of memory for the computer to exhibit. The computer can now be tailored to meet the specific needs of the customer in terms of size, functions and aesthetics. As mentioned above, it is also known as, “Building your own product.”
Will people accept the choices they are given?
It is no secret that almost every store, whether they are on the internet or not, will offer some special type of package for its customers. It is a wise move for two reasons. One, customers will most likely buy packages because of the money they can save, as opposed to buying each component part separately. Two, the business owner will make more money because of the increase in demand for component parts. It is beneficial for both parties. Almost every business does it .
How does one differentiate?
One option is to allow customers to tailor their package according to their needs. There is the argument that people will conform, purchase packages and accept what choices they have. Well, yes that could be true. Some customers will accept the choices they are given, however, do you not think that if they had the choice to choose a prescribed package, or have the option of customizing to their needs, they would not choose the latter. Another counterargument is that there are a lot of people who may need more options, not for personal taste, but for physical or mental reasons. For example, my Grandmother purchased a Dell computer, and because she has trouble seeing, she needed to order the largest screen they produced. Some pundits will say they could just include the largest monitor in with their packages. However, not everyone needs a large monitor, and not every business can afford to include it in all their packages. The bottom line is each person’s needs will vary.
Too expensive?
There is the argument that having a shopping cart that has this technology is too expensive. A few years ago, that might have been a true statement. However, you do not have to be an IBM or DELL.com to enjoy this type of functionality. Today, many shopping cart companies are now integrating their shopping carts to be custom configurable. I’m not sure what they charge, as I have not scouted the Internet for prices. All that I can confirm is that our company does not charge anything extra for implementing this technology. It is automatically integrated into our cart. Some people may not even have the need to use the technology, but some, such as our computer store customers, desire and require such functionality on our shopping cart.
Conclusion
It does’nt take much to figure out, that having a slight edge over your competitors can make your business. As mentioned above, competition is stiff. Why not break away from the “pack”, instead of offering the same choices as the proverbial business next door. By providing your customers with their wants and desires, your chance of making a sale will obviously increase. Let us give you a hand in getting your business to grow. For more information drop us a line or send us an e-mail.
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