GREENSBORO, N.C. (October 10, 2005) – Market America, a product brokerage and Internet marketing company specializing in One-to-One Marketing and Mass Customization, today announced the introduction of Isotonix® Custom Cocktail. The new custom cocktail gives customers the ability to design a custom blend of up to 10 Isotonix-brand supplements in one, easy-to-use 90-day supply. Market America’s best-selling line of Isotonix-brand dietary supplements use an advanced, isotonic formula for maximum effectiveness through faster delivery.
Isotonix Custom Cocktail is the latest product to join the ranks of mass customization advances. Only recently has technology been developed that allows manufacturers and marketers to stray from mass-production models. Consumers are now able to order custom shoes, computers, clothes, bicycles and even cars online. Creating the technology that would allow Market America’s more than 1 million preferred customers to order a custom dietary supplement presented a very different set of challenges for the company.
To accommodate over 3.6 million possible combinations, Market America developed a dual-purpose Internet-based technology. “From a programming aspect, the sheer size of this was mind-boggling,” said Kevin Buckman, information systems vice president. “Offering custom products is one thing, but when there are that many possible combinations, technology has only progressed so far. We had to build this from the ground up. We also had to keep in mind that we were dealing with nutritional supplements. So, we built in a method to actively monitor the customer’s input and help provide a balanced nutritional blend.”
The newly developed technology allows customers to choose from up to 10 Isotonix components while also receiving nutritional advice about their unique blend. As customers build their own Isotonix Custom Cocktail, a chart indicates the percentage Daily Value of essential vitamins and minerals, suggesting a well-rounded dietary supplement.
The idea for Isotonix Custom Cocktail sprang not from a marketing executive but from surveys of Market America’s customers and independent distributors. The company has consistently used customer relationship management and data mining techniques to find out what its customers want and need.
“We continuously survey our customers for input,” said James Ridinger, Market America’s president and CEO. “We know that the majority of our customers take at least four Isotonix products daily. Many of our customers take double servings of certain products as a way to suit their personal supplement needs. The vast majority of those we surveyed indicated that they wanted an all-in-one product. Isotonix Custom Cocktail is a direct result of our ongoing dialogue with our customers.”
Market America’s business model relies on the information and feedback that comes from intimate relationships with customers. The company has more than 110,000 independent distributors around the world that maintain a one-to-one relationship with each of their customers. Isotonix Custom Cocktail is available through Market America’s independent distributors. To find a local distributor, visit marketamerica.com or call (800) 862-6561.
ABOUT MARKET AMERICA
Market America’s unique business model combines the power of the Internet and One-to-One Marketing to sell innovative products and services through independent distributors around the world. Founded in 1992, the company has realized more than $1.5 billion in suggested retail sales. The company now has more than 110,000 independent distributors worldwide. In 2005, the company opened operations in Taiwan and plans further expansion into the Pacific Rim. More information is available at www.marketamerica.com. # # #
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