Targeting niches is the key to success in the megatrend of mass customization. A current campaign by Designbomb shows what this can look like in practice: The portal offers business cards for furniture stores – which is actually a mass product, but in this case tailored to a very specific target group. The innovation is that customers do not have to bring their own design to the online printer, but are already provided with suitable templates depending on the industry.
Using a web editor, customers can then edit and adapt the templates to suit their own requirements. The business model of the “free advertising agency”, as Designbomb calls itself, is based entirely on online printing. Design services and prepress are provided free of charge to the customer. What is paid for is what is printed.