‘Customer Co-Production: How one furniture company tested self-assembly messaging to enhance value and reduce frustration’ – MarketingExperiments
Liva LaMontagne says, “Self-service and customer co-production of products is everywhere — customers assemble furniture themselves, follow directions on food packages to prepare meals, scan their own groceries at supermarkets and use online banking. Despite its price-lowering and customization value, co-production has a dark side, requiring effort and time from the customer and potentially causing frustration. Today, we’ll look at a study from the furniture industry comparing the effects of two marketing communication strategies to mitigate customer frustration with the co-production process.
The Study
In November 2015, Till Haumann, Pascal Grϋntϋrkϋn, Laura Marie Schons and Jan Wieseke from the Ruhr-University of Bochum, Germany published the results of a field experiment with a multinational furniture company. The company sells furniture that requires co-production from the customer or, in other words, standardized, ready-to-assemble furniture that customers purchase in flat packages and assemble at home”.
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