This study was jointly sponsored by the GMA Supply Chain Vanguard and Sales committees. It focused on both product and services customization in order to develop key insights into how CPG manufacturers and retailers can better address the challenges of creating win-win customization programs.

The study combined a written survey of manufacturers and retailers with detailed case examples for select manufacturers. The surveys addressed topics such as the focus of manufacturers’ and retailers’ current customization programs, the relative effectiveness of different forms of customization, and processes and metrics for successfully managing customization. The case studies provided additional in-depth assessment of the economics of customization programs, key breakdowns for less effective programs, and key success factors for greater program effectiveness.