6 Brands That Use Product Configurators: Real-Life Examples

Industry Trends | 9 min read |

Let us paint you a picture. You have a desire for a good pair of kicks. You know your design, colour tone, laces, and even the soles. The problem is that you can’t find the exact pair you made up in your head anywhere. What does one do in this situation? Well, the choices are simple – you either settle for what is available in the market or search for a brand that allows you to customise the shoes as per your taste.

Many businesses today are integrating product configurators in their business strategies to deliver customers what they exactly desire. Product configuration is the newest wave to hit the consumer experience. Configurable products have enabled businesses to offer personalised solutions, enhance customer satisfaction, streamline production processes, and drive increased sales and loyalty.

The ability to personalise your experience in conjunction with the exact product you’re buying is, to say, unparalleled. Sometimes when a product is newly launched, they look great but there’s something missing - they lack the personal touch. This product is not exactly ‘bad’ or ‘ugly’; the fact is that it just doesn’t scream “you”, you know? This is one of the reasons people, young and old alike, have embraced customisation.

And seeing the flock of customers that migrate towards product configurators, brands around the world have embraced this tool and are making the user experience more personalised, more you. Here are some examples of product configurators that brands are using to set the bar high!

2D Product Configurator Examples

The following is a list of some of the best online product configurators that use 2D technology:


Origin, the master of personalised gaming and workstation PCs, took customisation to a whole new level with their online product configurator. In 2019, they dropped the ultimate bombshell by creating the Big O that embraced the power of an Xbox One X, PlayStation 4 Pro, and Nintendo Switch, all in one beastly machine. Origin has expanded beyond the gaming realm to conquer the hearts of non-gamers. Their workstation desktops and laptops aren't just powerhouses but sleek, futuristic works of art. The best part is that they allow users to customise everything from the case to the system's design - from side panels to exterior and interior colours. And this is just scratching the surface. Customers can choose their dream motherboard, memory, cooling, GPU, and operating system. Origin gives its customer the power to create the most defining computer system they’ve ever wanted.


Tesla, a brand that refuses to conform, knows personalisation is the key to winning hearts and minds. It is all about giving a customer a unique experience, bespoke, and having enough product features to make them their own. Customising a Tesla model is as easy as driving one; you've got the power to choose from categories like model, exterior, interior, autopilot, and so much more. The configurator reveals all the performance details – the estimated range, top speed, and acceleration. It also keeps the customer in the loop with all the details – their subtotal, estimated delivery, and available inventory. Tesla's online product configurator helps build a customer’s dream car, one customisation at a time.


The folks at Eoniq are well-versed in standing out with fine-tuned, ‘truly you’ timepieces tailored to your personality. Customers can tinker with everything from the components to the size, making their watch genuinely one-of-a-kind. Their engraving options allow customers to leave a personal signature that will forever reflect their thought.

3D Product Configurator Examples

3D configurators differ from 2D configurators by providing an immersive, interactive experience for customizing products in a three-dimensional environment. They allow users to manipulate and visualize products from various angles, make real-time adjustments, and observe immediate feedback.

Let’s look at some examples of 3D product configurators to understand their capabilities and benefits:

Herman Miller

Herman Miller has been slinging top-notch seating solutions for ages and has mastered the art of making you feel like you’re sitting on a cloud. They've embraced the digital age by integrating a 3D configurator software into their business model. The tool allows customers to personalise every piece of their product; chairs, stools, tables, and desks – you name it, they've got it. The customisation options overflow; Fabric choices? Check. Frame finish? Check. Back options? Check and check. Their 3D configurator software lets customers spin their personalised masterpiece in a 360-degree view giving them a sneak peek at every angle.

Nike By You

Nike By You, AKA NikeID, has changed the custom shoe game with their online product configurator. They’ve got customisable options for bases, quarters, mudguards, the lining, laces, eyelets, and midsoles. The 3D product configuration offers customisable options for the famous swoosh, and if that doesn’t cut it, customers can even slap a text on the shoes. The coolest part? Customers can share their creations with their friends. All of this without even leaving the house!


Ever thought of seeing a Ferrari without the iconic ‘Rosso Corsa’ paint-job? The Ferrari online product configurator lets you do just that. The 3D product configuration puts the pedal to the metal when it comes to personalisation. With an array of customisation options, users can select from a wide range of exterior colours, wheel designs, brake callipers, and carbon fibre accents. The product configurator also offers choices for interior finishes, upholstery materials, and stitching colours, allowing customers to create a truly bespoke driving experience. With stunning 3D visualisations, real-time updates, 360-view, and pricing information, the Ferrari product configurator empowers enthusiasts to design their perfect car down to the finest detail.

Importance of Product Configurators in the Modern Market

In the modern market, where customisation and personalisation are highly valued, product configurators have emerged as powerful business tools. If the product configurator examples given above are any proof, then it is safe to say that they empower potential customers to unleash their inner design guru, creating products as unique as they are.

Their importance can be further explained into;

Enhanced Customisation

Product configurators allow customers to make custom products according to their preferences and needs. These personalised products create a sense of ownership and emotional connection, enhancing the customer experience.

Improved Customer Experience

By offering 2D and 3D product configurators, businesses provide a unique and engaging online shopping experience. Customers can actively participate in the design process, leading to higher satisfaction and loyalty.

Streamlined Decision-Making

Configurators give customers a clear overview of available options and combinations, helping them make informed decisions efficiently. This streamlines the decision-making process, reducing customer frustration and increasing conversion rates.

Reduced Errors and Returns

With configurators, customers can visualise the final product before purchasing, reducing the likelihood of errors or dissatisfaction. This minimises returns and exchanges, saving businesses and customers time and resources.

Increased Sales

The ability to customise products drives customer engagement and increases perceived value. This can lead to a higher rate of transactions for sales and revenue as customers are willing to pay a premium for personalised products that align with their preferences and identity.

Better Competitive Advantage

Offering product configurators sets businesses apart by providing a unique selling point. It allows them to stand out in a crowded market and attract customers who value personalised experiences.

Improved Marketing

Product configurators are powerful marketing tools showcasing a brand's commitment to customer satisfaction and innovation. They help create a buzz and generate word-of-mouth marketing, attracting new customers and strengthening brand image.

Deeper Understanding of Customer Preferences

Configurators even enable businesses to gather valuable data on customer preferences and choices. This data can be used to gain insights into market trends, customer behaviour, and demand patterns, guiding future product development and marketing strategies.

Smooth Functioning of Manufacturing and Supply Chains

Product configurators provide accurate specifications and requirements for customised products, ensuring smooth communication between customers, manufacturing industries, and suppliers. This reduces production errors, minimises lead times, and improves operational efficiency.

Error-free Inventory Management

Businesses can accurately predict demand for various product configurations, enabling efficient inventory management. This reduces inventory waste, optimises stock levels, and improves cost-effectiveness in the supply chain.

Wrapping up

The above product configurator examples are like wizards with the power to transform consumer experiences. Whether it is Origin's gaming and workstation PCs, Tesla's custom car designs, Herman Miller's fancy furniture options or Nike By You's swanky shoe creations, and Eoniq's snazzy timepieces, these product configurators prove that they can shake things up in any industry and make it more customer-focused. They let customers express their individuality, enhancing customer satisfaction. As for businesses, it is a great tool that helps streamline their production processes, drive sales, and increase customer retention. Their importance in the modern market cannot be overstated. They give businesses a leg up, jazz up marketing efforts, unveil priceless market insights, and keep production from halting. Furthermore, error-free inventory management becomes achievable, minimising waste and optimising resources.

If you want to leverage all these benefits of a 3D product configurator, look no further than Exhibit 360. We offer solutions that will help take your business strategy to the next level. Contact us today!


What is an example of a configuration product?

Nike’s 3D product configurator that allows customers to personalise every aspect of the sneaker, including the swoosh. It also allows customers to view the sneaker from every angle giving them a better understanding of how the final product would look.

What are the components of a product configurator?

The components of a product configurator typically include selection options for features, specifications, designs, and customisation elements.

What are the major features of a product configurator?

The major features of a product configurator include customisation options, visual representations, real-time pricing, and compatibility checks.

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