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tomisation

 of products. Levi’s provided a truly personal service that dates back to 1994, 

when Levi Strauss initiated its ‘Personal Pair’ programme. Women who were prepared to 

pay up to $15 more than the standard price and wait for delivery could go to Levi’s stores 

and have themselves measured.

Companies can also consider how the Internet can be used to change the range or com-

bination of products offered. Some companies only offer a subset of products online;  others 

may have a fuller catalogue available online than is available through offline brochures. 

Bundling

 is a further alternative. For example, easyJet has developed a range of complemen-

tary  travel-  related services including flights, packages and car hire.

For many companies, using the Internet to vary the extended product is most practical. 

Chaffey and Smith (2008) suggest these examples of how the Internet can be used to vary the 

extended product:

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Endorsements

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Awards

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Testimonies

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Customer lists

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Customer comments

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Warranties

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Guarantees

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 Money-  back  offers

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Customer service (see People, Process and Physical evidence)

● 

Incorporating tools to help users during their use of the product. Options for digital 

products.