Finally, mass customization arrived at photo cameras. Leica, the German high-end camera brand recently launched a new program, called Leica à la carte.[(http://www.leica-camera.com] (actually, the offering is on the market since Dec. 2004, but I just learned about it).
The offering is based on a standard modular system which includes both aesthetic and functional options, starting with the color of the camera top and type of leather finish, different viewfinder frames and personal engravings such as signatures and markings. On the internet, you find a rather basic configurator (not fitting to the high-end appeal and prices of this product), which leads the user though several customization steps. All cameras are produced made-to-order in a factory in Solms, Germany, and shipped to the consumer or a retailer.
“With Leica à la carte’, the customer has a direct influence on his camera, and therefore on us. We can now satisfy all the different preferences of our customers, that is to say: make the dream of an extra special camera come true. There are people who go for a really unusual look with paint and red or blue leather. And in contrast, there are customers who prefer a more discreet model. This will all be possible.", says Jean-Jacques Viau, the responsible product manager.
Well, I do not believe that people really go crazy for such a customization offering. And my definition of a really customized camera fulfilling all my preferences looks differently. But it is the first customization program in this industry. And it is a logical and almost natural brand extension for a luxury camera maker. If only the configurator would be a bit more fun to operate and would represent the image of the brand better. In its recent stage, the website is designed in a way as if Lecia would prefer not to sell any customized product (just try to find the entry point into the configurator when you start on the company's homepage).
And there are some other obstacles: The configuration process is a perfect example of modular pricing (and how to raise the willingness-to-pay by pricing almost similar features differently). I am a big fan of this (from a company perspective), but Leica gets it wrong sometimes (see screenshot).
At stage 4/9 of the configuration process, I can either choose to have no engraving (for an extra 80 USD), or to have a classic engraving (for 240 USD – this is really a premium, for this price I get an engraving including a Swiss made custom watch at Factory121). But there is no option to have a "modern" or whatever engraving without a premium, the user is forced to choose one of the two extra options. But if one is a basic option, it should have been included in the base price (of just 3500 USD!!). Once the configuration process is finished, the specification is transmitted to a retailer where the ordering process is finalized. Online orders are not possible (what might be very logical for Leica to prevent channel conflicts looks rather strange from the user perspective).
However, in the end the program will fulfill its promises despite all the flaws in its execution: people will speak about it, the press will cover it, the company has proven that it reacts on the customization trend, and some customers will even buy the custom product. If a company is the first in its industry, mass customization can be still rather simple to be effective.
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