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Why Customization Is Important

Why Customization Is Important

Why Customization is Important

There were over 20 million mattresses shipped last year,
and almost all of them were not customizable.
So why do I need a customizable mattress?

Compiled by: Phil Torbet, Sleep Expert, and Industrial Designer

How Product Customization is Revolutionizing E-Commerce

As noted by author Meridith Guetig from The Gorilla Group:

“From fashion to food & beverage to technology, customized products are becoming more and more commonplace in brick & mortar and digital selling environments. Forrester declared that mass customization is (finally) the future of products back in 2011, and Bain outlined rules for success in product customization in their 2013 brief. Bain’s survey of more than 1,000 online shoppers that year found that while less than 10% had leveraged customization, 25% to 30% expressed interested in doing so.

While mass product customization can often add to production costs, it is a differentiating tool that can lead to higher profits due to increased customer satisfaction and loyalty. Further, rather than using historical data and industry trends to guide production numbers, businesses can reduce waste by limiting production to the items that customers are seeking.

In many ways, customized products are a new form of old-school luxury and personalization. Just as consumers went to tailors for bespoke fashions in the past, today’s shoppers are looking for custom products that meet their exact specifications and needs. Product customization provides consumers with a sense of exclusivity and importance while leveraging the technology solutions of today to scale and simplify production to reach the widest market possible.

When implemented correctly, product customization addresses several important psychology concepts, including ‘overchoice,’ ‘analysis paralysis,’ and ‘cognitive dissonance.’ These concepts are linked to the decision-making challenges that occur when a person is presented with too many options. If you’ve ever spent 10 minutes staring at a wall of peanut butter at the grocery store, or have been overwhelmed by the number of toothpaste variations at a drugstore, you’ve experienced ‘analysis paralysis.’

Put simply:

More choices ? More outcomes ? More risk and opportunities for regret and dissatisfaction

Customization eliminates the stresses and pitfalls associated with too many choices by leaving the consumer with one solution that is tailored specifically and purposefully to their needs and desires.”

The Importance of Personalization/ Customization in Today’s Supply Chain

I have seen the future of consumer products – and that future is customized.

An ever-increasing number of companies are offering consumers the possibility to customize their products, exactly as the customer wants. This trend has impacted every type of consumer good product you can think of – from clothing to vehicles, to home accessories and even mobile phones. Enabling customers to personalize their goods at the moment of purchase builds feelings of ownership and product loyalty – and gives you a competitive advantage over those selling similar products.

The question is not why a company would want to provide customization and personalization – the benefits of that are already well documented. The real question is how. How can companies affordably build into their supply chains the ability to customize singular products? Is there ever a way to profitably offer this?

Why the Attraction of Customization?

As noted by Liraz Margalit:

“Customization has become increasingly significant to brand-name companies because it’s now part of a broader trend that shifts from viewing customers as recipients of value to co-creators of value. Rather than being passive, the customer is now becoming a part of the “product development” process.

The decision to buy a customized product is mediated by a number of unconscious factors that shape the customers’ final decision. Moreover, the interaction in creating the product can lead the customer to buy it — even if they weren’t initially planning to.

“I Built It. Therefore I Own It”

The ability to influence the shape of an object automatically generates emotional attachment. The final design of a product reflects the customer’s individual taste; the self-selection of features, color, shape, etc. all work to provide a glimpse of the customer’s inner world.

The opportunity to take part in a process and influence the end result promotes emotional attachment that leads to psychological ownership, the feeling that something is “mine” even without legal ownership.

In addition, the ability to customize a product and to be involved in the design process promotes feelings of control that have been also been found to increase feelings of psychological ownership. For example, people, especially those on a diet, prefer to choose the ingredients of their salad as it endows them with a sense of calorie control.

When people imbue products with their own labor, their efforts increase the value of the product. Dan Ariely and colleagues tested this assumption in an experiment involving very simple origami and found that people tend to place higher value on the origami they created. Moreover, they thought everybody else would love it more. Ariely refers to this as the IKEA effect, named after Swedish furniture manufacturer IKEA whose furniture is sold in boxes — with sometimes a great deal of assembly required. The efforts and “labor” that are invested in the customization process promote feelings of psychological ownership as well.

“I Own It, Therefore It Is Superb”

Not only do our possessions add value to our lives when we have a part in building them, but we also add value to our possessions. It was found that consumers value an object more once they have taken ownership of it. This phenomenon is known as the Endowment Effect.

Over the past decade, researchers have found support for the endowment effect in many experiments. In one of the best-known, researchers at Cornell University began by giving university students either a coffee mug or a chocolate bar, each with identical market values. First, the experimenters confirmed that roughly half the students preferred each good. After the goodies were handed out, they let the students trade: those who had wanted mugs but got chocolate (or vice versa) could swap.

With barely 10 percent of students opting to trade, the endowment effect seemed established (you would expect 50 percent to have swapped, given the random allocation of gifts). Even after a short time with items of little value, ownership had overwhelmed the students’ prior tastes.”

Why Customized is Better than ‘Off-The-Shelf’

Consumer goods are increasingly moving in the direction of individual customization. Consumers are happily now being given a choice between ‘one-size-fits-all’ and being able to finish the design of a product so that it more closely matches their personal preferences, whether it’s for fit (apparel), aesthetics (tote bags), or comfort (mattresses).

Being able to customize a mattress to better fit your unique body shape and sleep needs represent a huge leap forward in simplifying the nightmare of choosing the right mattress.

Nothing impacts a person’s sense of well-being more than being cradled in just the ‘right’ places when one is getting his/her all-important good night’s sleep. Even the person they are closest to—their sleeping partner—likely has an entirely different set of needs to provide a supporting but low-pressure surface on which to sleep.

Unlike other relationship issues, this is not a place where compromise is necessary any longer—thanks to Morphiis!

Why Customized Mattresses are Better Than ‘Off the Shelf’ Mattresses

Almost 90% of couples disagree on the firmness of their mattress. This has given rise to multiple new mattress brands which allow the firmness of their mattress to be customized.

Most mattresses, regardless of price, are ‘off-the-rack’ or ‘one-firmness-fits-both.’ However, like anything else, there is always ‘good, better and best.’ So, while good and better mattresses are OK for some people, the title ‘best’ belongs to customized mattresses. The specific type of mattress you choose can make or break your sleep and well-being.

There are numerous customized mattresses in the marketplace. However, there are very few which can be customized at home, and even fewer that can be body-zone-customized at home. Body zones are regions of the body such as the shoulder, thorax, hip, etc.

The Morphiis mattress is the most affordable (and most uncomplicated) mattress with this level of at-home body-zone customization. It features six body zones per side with three different firmness inserts (soft, medium and firm) for each body zone in the Full, Queen, King and California King sizes.

There are two basic categories of customized mattresses:

1. As-ordered customization: Ordering what you think both sleepers will agree upon, having it manufactured that way, and hope that it works for both sleepers, with no option to customize it at home; and

2. At-home customization: Ordering a mattress which is capable of being firmness-customized at home to suit their individual sleeping preferences. There are major differences in how this is achieved within each category.

As-ordered customization - 2 basic types:

1. After submitting a preference questionnaire to the manufacturer, the mattress is constructed using different layers of foam glued together to be one pre-selected firmness for the entire mattress. No at-home preference changes can be made, e.g., Helix

2. After submitting a preference questionnaire to the manufacturer, the mattress is constructed using different layers of foam glued together to make a pre-selected firmness for each side of the mattress. No at-home preference changes can be made, e.g., Helix

At-home customization - 4 basic types:

Mattresses having two different (top/bottom) firmness options which can be flipped at home by the user.

Mattresses which are constructed of multiple loose (un-glued) layers of foams of differing firmness levels under a zippered cover such that the layers of foam can be vertically rearranged (soft over firm, etc.) to achieve a desired single firmness for the entire mattress, e.g., Luxi, Kutson

Mattresses with body-zone firmness customization. They are constructed with a base layer, a top comfort layer in a zippered cover, and multiple interchangeable foam inserts of varying firmness levels which correlate to the different body zones (shoulder, thorax, hip, etc.). This allows the user to customize the firmness of each body-zone on each side of the mattress independently, e.g., Reverie

Air bladder mattresses such as those offered by Sleep Number and Rest claim to provide customized firmness options for each sleeper; however, there is no such thing as ‘soft air’ or ‘firm air.’ In fact, these mattresses simply supply varying degrees of support such as what you might get on a pool or camping air-mattress when you add or decrease air, which can cause body sagging: not good.

The Morphiis is at-home customization with body-zone customization

The greatest degree of comfort customization, by far, is this type of mattress, which provides individual body-zone support, adjustable spinal alignment, at-home firmness adjustments and pressure relief for both partners on each side of their mattress for individual body-zone comfort preferences.

An additional benefit is an ability for the users to rearrange the individual body-zone inserts if their comfort preference changes over time if they need injured area pressure relief or for pregnancy comfort.

A further benefit is that if the inserts soften or compress over time, those inserts can all, or individually, be replaced too, in effect, ‘make the mattress like new.’

Customization can reduce injury pain during sleep

Sleep disruption can be caused by many types of injuries and magnified by certain kinds of mattresses.

When we’re sick or injured, we all know that getting plenty of rest is essential. This is because during sleep your muscles and soft tissues heal and scar tissue develops. Scar tissue is the dense fiber that the body creates to repair injuries, whether it’s a sudden injury or a chronic injury that develops over time.

What many don’t realize is that the way you sleep can aggravate an injury and prevent it from healing properly. This is because when scar tissue develops it can bind up and tie down tissue that needs to move freely. This buildup is known as adhesions, trigger points or knots. As scar tissue builds up, muscles become shorter and weaker, tension on tendons can cause tendonitis, and nerves can become trapped. This can reduce the range of motion and strength and create pain. If a nerve is trapped, you may also feel tingling, numbness, and weakness


When back pain affects you or a family member, you might despair of ever getting a good night's sleep. Pain can disturb the sleep your family needs, night after night. However, experts say that with proper treatment, the chances are excellent that you or your loved one can get relief from back pain and enjoy normal sleep. Below, find out about treatments and lifestyle tips for better sleep.

The inability to get a good night's sleep hurts -- literally. Chronic back pain prevents you from sleeping well. You can wake up hurting even more. What's worse, studies have shown that not getting enough sleep may make you more sensitive to pain. It's a vicious cycle. Back pain can make it harder to sleep -- and when you can't sleep, your back pain may be worse (www.webmd.com/back-pain/back-pain-and-sleep#1).

Sleep positions play a key role in neutralizing your joints. However, if you aren’t following the expert-recommended sleeping positions, the potential long-term damage to your body and health is significantly increased. Regardless of your position of choice, you must ALWAYS make certain that maintaining alignment of your spine remains one of the most important variables in the mix.

Side sleeping, which is one of the more commonly used positions, is an acceptable alternative to back sleeping since it helps to elongate your spine. The best thing you can do when sleeping on your side is adding a thick and firm pillow underneath the rib cage/torso to fill the space between your hips and shoulders. This will help to alleviate compression from the downside shoulder. Doing this may also help to eliminate a contributing variable to the development of shoulder dysfunctions


The Morphiis Mattress has the unique ability to simply change the mattress firmness and support capabilities of each body zone to adjust the mattress to accommodate the needs of an injured area to relieve pressure on that area, and to help maintain spinal alignment at the same time. Morphiis is the only mattress which can do this at an affordable price.

Customization during pregnancy

The most common physical changes during pregnancy are very difficult to hide from the outside world. As the fetus grows, so does the abdomen of the mother. This growth is noted from the 4th month through the end of the pregnancy for most women. The growth of the fetus in the abdomen creates physical changes in the interior of the body as well.

As the baby grows larger, the fetus will spread up into the abdomen and down into the kidney area of the body. This growth causes the organs of the body to adjust to a smaller space. This adjustment can mean a reduced appetite, increased need to urinate, decreased lung capacity and lower back pain as the baby load on the back increases.

The physical changes during pregnancy do not stop with the physical body, however. The hormonal changes and the blood capacity of the body also increase. The mother's blood capacity will increase between 25% and 40% to adapt to the need for more blood by the vital organs. Baby is also fed by the blood of the mother (www.babymed.com/pregnancy/physical-and-emotional-changes-during-pregnancy).

Getting and staying comfortable in bed may be one of the biggest challenges during pregnancy. A backache and pain in your pelvis are just two common niggles that can disturb your slumber.

More than two-thirds of pregnant women suffer from back pain, and almost a fifth have pelvic pain. They can start as early as the first trimester, particularly if there has been a child before, but may get worse as your pregnancy progresses.

If a woman is not used to lying on their side, getting comfy in pregnancy can be particularly tricky. During the first trimester, a woman’s breasts may be too sore for them to lie on their front.

After about 16 weeks of pregnancy, lying on your back for long periods can be uncomfortable and even make a woman feel faint. That's because the baby is pressing on a major blood vessel.

Placing a wedge-shaped pillow under a woman’s stomach can help ease the strain on their back. Many women swear by full body pillows, specially designed to help find a comfy position (www.babycentre.co.uk/a547406/cant-get-comfortable-pregnancy-sleep).

The Morphiis mattress eliminates the potential need to purchase a separate mattress so that a mom-to-be can sleep comfortably throughout her pregnancy or simply suffer with a mattress that no longer feels right for the woman’s ‘new body.’ For the first time, the Morphiis Mattress allows the mom-to-be to change the mattress inserts easily to create support for her growing belly. Other insert choices will create a softer area around her abdomen and will ensure spinal alignment to avoid backaches and comfortably accommodate her body. After the pregnancy, these same comfort-inserts can be re-configured to return to the original customized comfort design. The Morphiis Mattress is the only mattress that can do this at an affordable price.