Okonkwo Prelims

possibility of customizing their Apple iPod with a short message at no addi-

tional cost (Figure 8.5). After selecting the desired product in the e-store, the

customer is given a choice of customizing their iPod before payment. If this

option is selected, the customer is provided with a tool to provide a personal-

ized message of up to 54 characters over two lines on the reverse of their

chosen iPod. A preview tool is also provided to the customer to glimpse the

customized end-product. This customization service is made possible through

the application of laser embossing inscription technology on the standardized

iPod. Although opting for this feature increases the delivery time from 24

hours to 1–2 business days, the short time cost becomes almost irrelevant for

consumers because the option of personalization compensates for this. Apple

might not be a luxury fashion brand, but the level of customized service

offered to its customers

is worthy of emulation

by luxury brands.

The Apple online

store provides the online

shopper with the tools

to customize their iPod

with personal messages.

There are also ideas and

suggested topics and

phrases for the personal-

ized messages, catego-

rized according to

subject and occasion.

Point-of-delivery

customization affects a

company’s value chain

on the levels of product

258

luxury fashion branding

Figure 8.5 Apple provides point-of-sale

customization through an online tool to

personalize the iPod before purchase from its

website, http://www.apple.com (June 2006). Image

courtesy of Apple Source http://www.apple.com

Figure 8.6 The individual charms on certain products such as Louis Vuitton

jewellery are easily customizable by consumers at the point of sale or delivery

to add a special touch to customer experience.