What is a Product Configurator? An In-Depth Guide

3D Solutions | 11 min read |

You know what is that one tool that is changing the way businesses are marketing their products? Well, have you ever heard of a product configurator? Businesses around the world are leveraging the benefits of these product configurators to meet customers’ growing desire for uniqueness and customisation. By doing so, businesses, irrespective of their size, stand out from the competition and give customers a top-notch experience.

So, what are product configurators? Well, to learn more about them, read on.

What is a Product Configurator?

Simply put, a product configurator is a nifty software tool that lets users personalise products according to their preferences. Product configurators don’t just enhance the customer journey but also open up new markets, boost sales, and bring in more revenue for companies. In fact, they also provide valuable insight into customer behaviour, preferences, and recent trends. In this article, we’ll look at everything you need to know about product configurators and how they can supercharge your business!

So let’s dive into the article and look at some critical components of product configurators, how businesses can create a product configurator, how they work, and so on.

Critical Components of Product Configuration

Here are some critical features commonly found in a product configurator that help in the process of customisation:

Product Options

Shoppers can customise your products by selecting or modifying configurable features, attributes, or parameters. These options can include colours, sizes, materials, functionalities, or other relevant specifications specific to the configured product.

Rules and Constraints

You can define the logic and limitations within the product configuration. These rules and constraints ensure the chosen options are compatible and valid, avoiding conflicting or contradictory combinations. For example, if the customer selects a specific car model, the available engine options will be restricted to compatible ones.

Compatibility Considerations

Compatibility considerations are essential in product configuration to ensure the selected options are well-aligned. It involves assessing dependencies, interactions, and restrictions between various features or options that customers can choose from.

Now that we have an insight into the critical components of a product configurator, let’s look at how to create it using a few steps.

How Do You Create a Product Configurator?

Creating a product configurator involves several vital steps to ensure successful implementation:

Step 1:

Collect all the necessary product data, including attributes, pricing information, images, and other relevant details required for exact configuration.

Step 2:

Design an interface that's user-friendly and intuitive, guiding users seamlessly through the configuration process. Make sure it's visually appealing, capturing their attention right away. Providing clear options and descriptions can help customers make informed choices with confidence.

Step 3:

Implement the backend logic that handles the configuration rules, constraints, and validations. This logic ensures that the selected options are compatible and valid.

Step 4:

If applicable, create visual representations of the configured product, such as 2D or 3D renderings. This allows users to visualise their chosen options in the final product.

Step 5:

Integrate the product configurator with the e-commerce system to enable seamless order placement, pricing calculations, and inventory management.

Step 6:

Perform comprehensive testing on the configurator to detect and fix any bugs or usability problems. Engage in user testing to collect feedback and improve the user interface and functionality based on real user experiences.

Step 7:

Once the configurator is thoroughly tested and refined, it is ready for deployment. Ensure the necessary infrastructure is in place to host and support the configurator.

Step 8:

Monitor the configurator's performance, user feedback, and market trends. Regularly update the configurator to fix issues, improve functionality, and add new features based on customer needs and market demands.

Step 9:

Offer ongoing customer support to assist users with any questions, concerns, or technical difficulties they may encounter during the configuration process.

Following these steps, you can create a robust and effective product configurator that enhances customer engagement, enables seamless customisation, satisfies customer demands and boosts overall business growth.

How Does a Product Configurator Work?

A product configurator typically operates through a software application, either as a standalone tool or integrated into a website or e-commerce platform. It allows customers to personalise a product as per their taste and help them be more involved in the overall shopping experience.

Here's a simplified overview of how a product configurator generally works:

  • Product configurator software enables buyers to customise products by selecting options and features.
  • The interactive interface allows customers to choose colours, sizes, materials, functionalities, etc.
  • The configurator validates the selected options based on predefined rules and constraints.
  • Real-time visualisation allows customers to see how their customised product will look.
  • After configuration, a detailed specification is generated for pricing, production planning, and order fulfilment.
  • The configurator empowers customers to create personalised products while ensuring alignment with business rules.
  • Components of a product configurator include an interactive interface, validation rules, real-time visualisation, and specification generation.

Types of Product Configurators

Several product configurators are commonly used in different industries and applications. Here are some of the main types of product configurators:

Rule-Based Product Configurators

Imagine having a rule-based product configurator at your disposal. It's a clever tool that lets your users customise products, all while staying within predefined rules and limits. This means they can go limitless with personalisation while ensuring everything they choose is compatible and works together seamlessly. It's no wonder these configurators are incredibly popular in many industries. They take customer engagement to the next level and make it a breeze to deliver personalised solutions efficiently.

For example, Ferrari uses a rule-based product configurator to ensure customers can only select specific features and options based on their chosen car model, such as engine type, add-on equipment, and available packages.

Constraint-Based Product Configurators

Ever heard of constraint-based product configuration? It's a smart system that helps users navigate the customisation process smoothly. By enforcing constraints and compatibility requirements, it ensures that the options you choose align with the defined limitations. These configurators are a big hit in industries like manufacturing and aerospace, where customizing products is a big deal. They improve accuracy and efficiency in delivering perfectly tailored products.

For example, Bombardier Business Aircraft uses a constraint-based product configurator where customers can only choose interior options compatible with the floorplan design.

Guided Selling Product Configurators

Guided selling product configurator is like having a personal shopping assistant right at your fingertips! This clever tool helps customers make well-informed purchasing decisions by walking them through a structured product selection process. By asking personalized questions and making tailored recommendations, it ensures that they find exactly what they need.

For example, Scania's truck configurator is a notable example of guided selling for complex products. While it doesn't strictly follow perfect guided selling principles, it effectively incorporates key elements. Scania asks about truck usage, such as maximum load and road type, to propose a customised configuration, including the appropriate motor size. This approach ensures each Scania truck meets the specific needs of its customers.

Visual Product Configurators

With an online visual product configurator, your customers can easily personalise and see their products come to life in real-time. It provides a user-friendly interface where they can interactively choose options, colours, materials, and other features. The best part is as they make their selections, customers can instantly see how they transform the visual representation of the product. It's like having a virtual playground for personalisation!

These visual product configurators can be further classified as follows:

Static 2D Configurator

Static 2D configurators are software tools used in fashion, interior design, and print media industries. They allow users to customise products using a two-dimensional visual representation, choosing options, colours, and features. However, the visual presentation does not update in real time, as it relies on static images to showcase different product variations.

For example, Tesla uses a static 2D configurator that allows customers to select from predefined options such as colour, material, and size and view a static image representation of the configured furniture piece.

Interactive 3D Configurator

Interactive 3D configurators are software tools used in the automotive, furniture, OEMs, and manufacturing industries to name a few. The 3D product configurator allows users to customise products using a three-dimensional visual representation. Users can interactively modify and visualise options, colours, materials, and configurations in real-time, creating an immersive and engaging customisation experience before purchasing.

For example, TK Elevator India uses an interactive 3D configurator that allows customers to customise individual components of an elevator, such as wall type, lighting, cabin dimensions, types of doors, and so much more.

Augmented Reality Configurator

Augmented reality (AR) configurators merge virtual product customisation with real-world environments. Users can overlay virtual product models onto their physical surroundings, allowing them to visualise and customise products in real time. It is commonly used in the home decor, fashion, and automotive industries. It lets customers virtually try out products in their own space before purchasing, enhancing their visualisation and customisation experience.

For example, Gucci used an augmented reality configurator to let customers try on a pair of digital-only sneakers in real time.

Best Practices for Implementing Product Configuration

The best practices for implementing product configuration are as follows;

  • Simplify options and curate choices to make the selection process easier for users.
  • Use a straightforward, intuitive interface that hosts a user-friendly interface, providing a seamless experience.
  • Integrate the product configuration system with sales reps and the manufacturing process to streamline workflows and facilitate smooth operations.

These best practices optimise the customisation experience, leading to improved customer satisfaction. It also helps enhance the sales and production process, resulting in the creation of desired finished products.

Challenges and Considerations in Adopting Product Configuration

Adopting product configurations can bring several challenges and considerations. Here are some key ones:

Complexity management:

Manage the complexity of options to provide users with enough choices without overwhelming them.

Compatibility and interoperability:

Ensure product compatibility and integration with other systems to avoid issues.

Pricing and cost considerations:

Balance profitability and customer value when determining pricing and costs.

Configuration changes and updates:

Plan and manage configuration changes and updates to maintain consistency.

Robust configurator platform:

Select a reliable and robust configurator platform for effective implementation.

Data management:

Implement effective data management practices to handle configuration data efficiently.

Ongoing support and maintenance:

To address user queries and adapt to customer needs, provide ongoing support and maintenance.

In Conclusion

A product configurator is a must-have for businesses, enabling personalised products, enhancing satisfaction, and driving growth. It boosts sales, improves efficiency, and provides insights into customer preferences. Configurations empower companies to stay competitive, meet demands, and create unique experiences. The future holds immense potential for innovation and meeting evolving customer needs.

Unlock the power of product configuration and start personalising your offerings to drive customer satisfaction, streamline operations, and boost business success. Explore current possibilities in 3D product configurations with Exhibit 360 and stay ahead in a competitive market.


What are product configurators?

Product configurators are software tools that allow customers to personalise products by selecting various options, features, and specifications. They help businesses offer a wide range of customisable products to meet customer needs and preferences.

What is a configurable product?

A configurable product is any product that can be customised by selecting different options and features to meet specific customer preferences and requirements.

Within a production network, what is the purpose of configuring?

Configuring within a production network is to optimise and customise the production process by setting up the necessary parameters, rules, and settings to ensure efficient and effective operations.

What is the product configurator used for?

A product configurator is used to enable users to customise products as per their taste, allowing them to express themselves and fulfilling their desire to be in control.

What is the role of a configurator in an IT Company?

In an IT company, a configurator helps streamline and automate the process of configuring software, hardware, or systems, ensuring accurate and efficient customisation based on client needs and specifications.

What does a product configurator look like?

A product configurator typically appears as an interactive interface or tool that allows users to select and customise various options and features of a product, often presented with visual representations or real-time previews.

Are there other names for a product configurator?

Yes, other names for a product configurator include product customiser, product builder, and product personaliser.

What does a product configurator cost?

The cost of a product configurator can vary widely depending on factors such as complexity, customisation, and the business's specific requirements.

My product will need which type of configurator?

The type of configurator needed for your product depends on factors such as complexity, industry, and customisation requirements.

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