Customization radical

The customization of products and services is a recurring subject for small and medium entrepreneurs. The market has realized that consumers are increasingly informed and seek no more individuality and collectivity. So, fashion is no longer have the same parts, but unique items. For Professor Paulo Sergio Quartiermeister, director of the Center for Innovation and Creativity at ESPM, there will come a day when even the prices are customized. "The loyalty goes to the point that customers have a specific identification and a price determined by your purchase history," he explains.