What the WWW Has Wrought: Mass Customization of M&Ms


In what I consider a perfect example of how the WWW opens up new business opportunities, for established as well as new companies, M&Ms can now be purchased in custom color mixes and with custom messages written on them. If you were a Mars Candy product manager in 1993 and had this idea, it would have been impossible to imagine how you could reach your customers with the offer and get their information effectively. Now, that's the easy part. The Web has allowed companies like M&Ms to build relationships with customers where before they simply pushed product through a distribution channel.