Mass customisation is what our brand and business is all about. Every golfer is different so we need to make sure that their clubs are suited to their exact requirements whether it be loft, lie, length, flex, dexterity, grip size, grip compound or our cool personalistion options such as shaft colours, grip colours, ferrule colours and bag/towel embroidery. Our internet based model allows us to do things a bit differently because every single club is built to order – yes – every single club, by hand, in Australia. We are offering a service that is difficult to replicate in a traditional store because we are able to “Mass customise” our products. Mass customisation is a growing trend in which companies produce goods and services to meet individual customer’s needs with near mass production efficiency. We are excited to be a part of this trend which was recently reported about in a lengthly and interesting New York Times article.

In the article, reporter Claire Cain Miller provides a nice overview of the most popular one-of-a-kind Christmas ideas.

Her claim: “Searching for meaning beyond a price tag, more holiday shoppers are giving custom-made gifts this year. But adding the personal touch doesn’t mean that gift-givers have to break out the knitting needles, haul out the scrapbook supplies or fire up the oven and start baking.” Instead, mass customisation on the web is doing the job.

The article shows the appeal and the strong growth of mass customisation online:

While in general, e-commerce sales have grown only 4 percent this season, according to comScore, and offline retail sales have barely grown at all, sales of customized items did skyrocket, according to examples at the NYT article:

• CafePress and Scrapblog have each reported 80 percent increases in sales this holiday season compared with last year.
• Orders at Spreadshirt have doubled.
• At Blurb, where people create their own photo or art books, sales are up 43 percent.
• Even at Blue Nile (customised jewelry), orders are up 20 percent this year – despite the crises in this industry in general.

We are well aware of the need for golf clubs to perform exceptionally, and therefore aim to put performance first followed by personalisation. It starts with our MiFit application that takes into account the critical elements of your game such as swing speed, height, wrist to floor distance and 5 iron distance and recommends you a shaft length and flex. The formulas we use to determine these measurements are the same as those used by stores so you can rest assured that the outcome is going to be accurate. Once you have determined your shaft flex and length you can then move on to personalise your equipment. There are over 50 million combinations of colour, flex, dexterity, ferrule, shaft, grip and head designs that you can make so take your time and enjoy the Lind Golf mass customisation experience! Orders are built and shipped within 24 hours (excluding weekends).