Have you ever considered how you should do so many small tasks at home? You need to clean the house, you need to unpack, and you need to assemble an IKEA cupboard. Also, you might need to pick up your clothes from dry cleaning, do groceries and cook. Also you need to send a package, walk the dog, iron the clothes… Find a wedding photographer, tax lawyer and delivery guy. Since the list can go on and on and the time does the same, on Sunday evening you ask yourself where did your weekend go and feel horrible about lost time to life duties.
We all know that the power of the brand. Also, we do know that part of power of the brand holds in the consumers themselves. They create, co-create value, actively collaborate in the firm’s innovation process and sometimes co-create the entire marketing program. But what happens inside of the companies themselves and in which ways they interact with consumers?
The most prominent examples of value co-creation are lying in the apparel industry. Customization of clothes with creation of unique prints, colors, sized and textiles, as well as shoes with different design features are all familiar to the consumer. However, there are industries, on the other hand, where customization is just starting to create awareness.