Real-Time Product Customization: Key Findings
Seventy-one percent of consumers expect companies to deliver personalized interactions, and 76% become frustrated when brands fail to provide them, according to a McKinsey report.
When personalization is executed correctly, it increases conversion, improves loyalty, and reduces return rates.
But delivering it at scale, without disrupting operations, is often easier said than done.
Tailoor, a SaaS platform built around a 3D product configurator powered by AI, enables brands to offer eCommerce product customization online and in-store.
“Personalization is often framed as a marketing or experiential feature,” says Jacopo Thun, CEO of Tailoor.
“While in reality its strongest value lies in operational efficiency and in enabling smarter, more sustainable production models.”
In an exclusive DesignRush interview, Thun explains how brands use Tailoor to introduce product customizationwithout disrupting existing production workflows.
Here are five practical lessons companies should consider.
Who is Jacopo Thun?
Jacopo Thun is the CEO of Tailoor, a SaaS platform that enables real-time product customization through 3D visualization and AI-powered interactivity. Based in Milan, he specializes in digital transformation, platform architecture, and scalable eCommerce technology.
Before joining Tailoor in 2022, he held senior technology and data leadership roles at YOOX NET-A-PORTER Group, where he led data strategy and platform development.
1. Start With Operational Efficiency
For most brands, the starting point with Tailoor is the need to reduce uncertainty and cost.
“When brands first approach 3D and AI-driven customization, they are usually trying to solve three very practical problems," Thun says.
"[Those problems are] reducing uncertainty at the point of purchase, managing variety without exploding inventory, and creating a deeper relationship with the customer."
Tailoor is built to solve these issues without complicating the process.
Brands implement it to create clarity at the point of sale while keeping supply chains lean.
2. Drive Internal Adoption First
Tailoor’s most successful launches don’t start with a marketing campaign.
First stop? Thun explains it's operational fit.
“Tailoor was launched through a very pragmatic, step-by-step process. The starting point was never the technology itself, but a concrete business need: enabling customization without disrupting existing production workflows,” Thun says.
For Thun, success became clear once internal teams started using the platform as part of their daily work.
"When internal teams continued using the platform naturally, without additional push, it became clear that Tailoor had become part of their working process rather than an experiment,” he says.
This consistent usage from internal teams is what signals long-term ROI.
3. Remove Creative and Operational Tension
Customization can be a stress test for internal teams. Thun says resistance is common.
“Real-time customization often exposes internal tensions. Design teams worry about losing creative control, operations teams fear added complexity, and tech teams are concerned about long and costly integrations,” Thun explains.
To address these challenges, Tailoor was designed to keep customization manageable.
And so, they introduced constraints, modular configurations, and progressive integration help teams avoid unnecessary complexity.
“Brands remain fully in control of their identity and standards, while unlocking personalization in a way that is operationally realistic,” he says.
4. Let Customers Personalize Without Breaking the Brand
The Tailoor platform creates a space for users to make meaningful choices within brand-safe boundaries.
“One key insight is that users don’t just want to customize a product, they want to feel like co-creators while still buying a brand they trust,” Thun says.
The value, Thun explains, adds something personal to a branded product.
Tailoor enables eCommerce personalization in real time through its 3D configurator. And each option stays aligned with a brand’s visual identity and manufacturing standards.
5. Prioritize Readiness Over Novelty
Tailoor doesn’t introduce new features simply for the sake of innovation.
Instead, the team focuses on eCommerce technology that brands can realistically integrate into their existing operations.
“The guiding question is not whether something is technically possible, but whether brands are ready to integrate it into their everyday operations,” Thun says.
This disciplined approach helps brands avoid investing in tools that won’t be used and allows Tailoor to focus on innovations with real, immediate value for customers.
Supporting Growth Through Real-Time Personalization
As demand for personalized products continues to grow, brands are rethinking traditional production models.
And platforms like Tailoor enable made-to-order customization while helping companies reduce excess inventory and production waste.
Looking to scale real-time product customization? Explore top eCommerce development companies on DesignRush.
