From manufacturing to marketing, 3D printing is starting to revolutionize the way we view customer experience. 3D printing is the stuff of fairy tales: imagine any object and create it nearly instantly. It may not be at the same level of fantasy as Genie from Aladdin, but 3D printing is driving the world to a tipping point where one-size-fits-all solutions become tailored, personal experiences.
In short, it’s a manufacturing process that allows designers to use software to precisely model objects and then print them in three dimensions using a variety of techniques and materials such as plastics and metals. Hobbyists have latched onto 3D printing as it has become more accessible in the past couple years. Anyone can now buy a basic 3D printer on Amazon for less than $300 and join an online printing community such as Thingiverse to learn how to concept and build.
Beyond being a consumer plaything, 3D printing represents a dramatic advancement in manufacturing. Rapid prototyping is typically an expensive process requiring re-tooling and specialized equipment. With the rise of 3D printing, however, product designers can now build mock-ups on-site quickly and inexpensively. This allows for designers to catch design flaws and iterate before it’s too late in the manufacturing process, saving money and improving the customer experience. Nike has recently partnered with HP for 3D printing solutions, showing that it’s not just industrial manufacturers who want to reap the benefits of rapid prototypying and product development.
But manufacturing isn’t the only function that benefits from the flexibility 3D printing offers. In addition to being fast, 3D printing affords customization on a scale never seen before. When manufacturers are able to use printing to create the end product, they bypass the need for expensive templates and high volume orders. Companies can use customer data to create smaller quantities of bespoke products tailored to the needs of individuals. If the industrial revolution was about mass production for a mass audience, the 3D revolution is about mass production for individuals.
Possibly even more exciting are the endless possibilities for custom 3D-printed products that can improve people’s lives. For example, In Miami, doctors used 3D printing to model a patient’s heart and build repair parts in advance of a life-saving surgery. Printing is also being used to bypass expensive prosthetic fabrication, giving amputees personalized and inexpensive methods to overcome disabilities. Beyond medical applications, 3D printing is being used to manufacture replacement parts for long-defunct product lines, accessories for mobile phones, furniture, toys and even cars.
3D printing can also be a powerful integrated marketing tool that fosters a personal connection between the brand and the customer at the intersection of creativity and technology. Whereas many digital activities only exist online, 3D printing crosses the boundary and can create real- world customer experiences that build the brand and generate demand. Oreo, for instance, used 3D printing at SXSW to print the fillings of individual cookies based on real-time trending topics on Twitter.
Is 3D printing right for every company? The emergence of the sharing economy has already demonstrated a customer preference for flexibility and personalization. However, like any tool, 3D printing should address a specific need within an organization:
Is there a need for rapid physical innovation?
Is there a need for bespoke product customization?
Is there a need to inspire and connect with customers in innovative ways?
If the answer is yes to any of those questions, 3D printing may offer a powerful solution to build competitive advantage upstream and downstream. As customers demand greater personalization, they seek products and services that mold to their individual preferences. In this 3D printing age, brands now have the power to grant those wishes seamlessly—no magic lamp necessary.
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