Mass customised distribution

This paper introduces, defines and explores a new term, mass customised distribution. Mass customised distribution is all about the logistics support for the supply chain (irrespective of the nature of production). It identifies the under-pinning principles behind mass customisation, such as the use of economies of scope rather than scale and the importance of modularisation and standardisation and then translates these constructs onto distribution related activities. A categorising typology of the mass customised distribution concept is then provided based on time, space, information and process constructs supported by discussion and examples. The trade off between the opportunities to reduce asset costs through economies of scope versus the need for distributors to remain customer focussed in terms of offering better overall value is then explored.