Making sense of product configuration

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The era of "one-size-fits-all" products is long gone. With the advent of customizable options, customers demand personalized products that fit to their unique needs. However, with the increasing complexity of the products, configuring the perfect product can be a daunting task. This is where product configuration tools come in handy.

But what is complex product configuration? Complex product configuration refers to the process of customizing a product that has multiple components and features. An example of a complex product is a car that can have different trim and color, motorization and driving assistance technologies.

Understanding Business Needs

Before deep diving into the endless possibilities of online product configurators it makes sense to take a step back and have a look at the challanges that are faced by todays business and how those can be resolved or at least weakened.

Challenges in Complex Product Configurations.


With countless options available, it can be challenging to select the perfect configuration that caters to the customer's requirements. This can lead to wrong orders and frustrated customers.


Manual configuration can lead to errors. Such errors can have adverse effects on production, resulting in production delays, increased costs, and customer dissatisfaction.


Some products are complicated, making it challenging for customers to comprehend the different components. This can result in confusion and wrong orders.

Solution: Integrating a Product Configuration Tool.

A product configuration tool helps customers define their product configuration based on their unique needs. These tools validate and confirm orders before processing them, reducing errors in orders.


Integrating a product configuration tool offers several benefits, including:

1. Enhanced User Experience
Product configuration tools provide a simple and guided interface that helps customers find the perfect product configuration based on their needs.

2. Faster Conversion
By simplifying the configuration process, product configuration tools can help reduce bounce rates. This leads to higher conversions and increased sales.

3. Digitalising the Whole Process
Product configuration tools help digitalize the configuration process. This result in reduced paperwork, less errors and time expenditure, and easier scaling.

4. Customer Satisfaction
With a product configuration tool, customers obtain personalized and suitable products for their requirements. This leads to customer satisfaction and possible repeat business.

5. Visualization of Products and Processes
Product configuration tools allow customers to see the product through the visualization tool. This can significantly improve the buying experience.

6. Repeatable Procedure That Is Not Bound to Specific Skills
A product configuration tool offers clients repeatable procedures. These procedures ensure consistent results and a reduced rate of errors. It helps by providing flexibility, efficiency, and quality without the need for specialized personnel.

7. Availability in Multiple Markets
Product configuration tools are available online, thus, increasing the global exposure of a company's stock. The versatility of these tools allows them to cater to diverse markets.

How Product Configuration Tools Work.

Product configuration tools employ algorithms or artificial intelligence and decision-making rules to generate a product configuration that matches the customer’s preferences. They use a step-by-step process to guide customers through the configuration process.

Common Features.

Product configuration tools offer essential features that include:


The drag and drop interface is a standard feature in product configuration tools. This feature helps customers visualize different components of their products and their relationships.


Product configuration tools allow customers to choose the various features of their product. They can select color schemes, sizes, and components easily.


Product configuration tools use real-time data to display prices and delivery times dynamically.

Types of Product Configuration Tools.

Product configuration tools can be classified into four categories, including:

1. Rule-Based Configuration Tools
Rule-based configuration tools rely on conditional rules to dictate the availability of a product configuration. These tools can be used in products with fixed variables.

2. Constraint-Based Configuration Tools
Constraint-based configuration tools use constraints such as compatibility, dimension, functionality, and cost to generate possible product configurations.

3. Guided Selling Configuration Tools
Guided selling configuration tools use guided questions to filter product configurations that match the customer's preferences.

4. 3D Product Configuration Tools
3D product configuration tools provide customers with a 3D view of the product during the configuration process.

Factors to Consider.

When selecting a product configuration tool, consider the following factors:


The tool should have a user-friendly and guided configuration process.


The tool should be available in different markets and flexible to changes.


The tool should integrate with other store applications, including payment processing and CRM.

Best Practices.

When implementing a product configuration tool, consider the following best practices:


Customers should understand the advantages of using a product configuration tool and how it works.


The configuration tool should cater to different customer needs, including defining product quality, performance, and price.


A seamless conversion process should be implemented during the transition period of integrating the configuration tool.

Use Cases.

Product configuration tools can be used in various industries,including:


The automotive industry uses product configuration tools to enhance the customization of vehicles.


Product configuration tools offer customization capabilities in the furniture industry and help visualize various furniture configurations.


Customizable products in the clothing industry can be configured using product configuration tools.

Future of Product Configuration Tools.

With the increasing complexity of products and competitive markets, product configuration tools will continue to grow in popularity. They will become an essential aspect of the e-commerce industry and help companies improve their sales and production processes.

Case Study: How Product Configuration Tools help BMW/MINI to increase sales.

The MINI Accessories App has helped customers to experience a whole new level of AR/VR solutions. Displaying the whole range of accessories on real vehicles the app in addition to the BMW/MINI car configurator is a great way for an interactive showcase and effortless configuration. It gives every user the opportunity to personalize and support the purchasing process.


Integrated product configuration tools simplify the complex process of product configuration. They offer various benefits, including enhanced customer satisfaction, faster conversion, and reduced errors. The use of these tools will continue to increase in popularity, making them an essential aspect of the e-commerce industry's future.


1. What is the configuration process?
The configuration process is the process of customizing a product based on given options so that it fits the user's spec.

2. How A product configuration tool helps customers?
Product configuration tools help customers define and create their specific product configuration. The tools validate and confirm orders before processing, reducing errors in the order process.

3. Can product configuration tools be integrated with other store applications?
Product configuration tools come with integration capabilities. They integrate with other store applications, including CRM, payment processing, and more.

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