USA Today
 
       
10-29-2002   Page 3

Sneakers. Nike iD, an online site of the footwear empire, says consumers will pay more to put their name and design on a shoe. On average, custom-made shoes cost $90 vs. $80 in the Nike catalog. Customers can also change the width and stability to improve the fit.
"People feel strongly about having their shoes just so," says Dave Ward, CEO of Customatix, a privately held Internet company that sells tens of thousands of shoes annually. It offers a slew of potential shoe combinations of colors, logos, graphics and materials. "Before, they were forced to go from store to store to find exactly what they wanted," he says. The $70 to $100 shoes are delivered in two weeks. Users can store up to 20 digital images of shoes they've designed.

Cars. The car-buying experience is changing with more consumers "dreaming up their ideal car," says Mike Lombardi, Ford's director of dealer services.
Ford-related Web sites let consumers choose the color, interior, tires and other features of a car. The data are forwarded to a dealer in the customer's region. The dealer is supposed to find the personally configured car or refer consumers to another dealer who has it.

Ford won't release figures, but Lombardi says the service is growing fast.

Cosmetics. Visitors to Reflect.com answer questions about their skin type, concerns about wrinkles and other factors. The information is then calculated by Reflect.com to create a tailored moisturizer and skin care package. The customer can also choose fragrances and texture.
"The human body is the ultimate in individuality," says Reflect.com President Richard Gerstein. "Women are especially particular about their moisturizer and shampoo conditioner."

Reflect.com, backed by Procter & Gamble, says 75% to 80% of its online sales are customized.

As with all customized orders, the ability to get exactly what you want and need is key.

"Many consumers simply want to express their personality," says e-commerce analyst Carrie Johnson of Forrester Research.

Contributing: David Kiley

  
         
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