Everything You Need to Know About Product Configurators
Many companies face the challenge of showcasing highly customizable products on their websites. Product configurators solve this problem by providing customers with an interactive interface that allows them to personalize products to their exact needs.
From designing a kitchen to planning a complex factory layout, there are countless use cases where an online configurator can add real value.
From designing a kitchen to planning a complex factory layout, there are countless use cases where an online configurator can add real value.
Glossary
What Is a Product Configurator?
Product configurators are digital advisory solutions (Guided Selling) that allow products to be customized according to predefined configuration rules.
These rules ensure that only compatible options can be selected, resulting in a final configuration that is both error-free and ready for production.
Typical features include:
These rules ensure that only compatible options can be selected, resulting in a final configuration that is both error-free and ready for production.
Typical features include:
- User guidance through configuration options
- Product feature selection
- Rules-based logic
- Real-time visualization
- Interactive Interface
- Dynamic price display
The Difference Between B2B and B2C Product Configurators
Product Configuration in B2C
In the B2C context, products are tailored to the needs and preferences of the end customer. Personal taste and the customer’s sense of identification with the product play a decisive role. Typical features include customizing materials and colors.
B2C configurators are commonly used in industries such as furniture and home décor, fashion, and automotive.
B2C configurators are commonly used in industries such as furniture and home décor, fashion, and automotive.
Product Configuration in B2B
In the B2B sector, configuration processes are typically much more complex. The focus is on customizing or assembling equipment, machinery, and systems for a specific use case. The final configuration must be functionally tailored to the intended application to ensure optimal operational efficiency.
Typical B2B products that are configured include industrial machinery, construction and agricultural vehicles, production lines, and medical devices.
Typical B2B products that are configured include industrial machinery, construction and agricultural vehicles, production lines, and medical devices.
Types of Product Configurators
There is a wide range of configuration solutions, each offering different levels of functionality. The most important types are summarized below:
- Variant Configurator
- Sales or Quotation Configurator
- Solution or Set Configurator
- CPQ Software
Variant Configurator
Variant configurators are ideal for companies offering products in multiple variants or with different equipment options. They allow real-time visualization of the available choices.
Example: An agricultural machinery manufacturer can show customers live how the vehicle changes when selecting different tires, attachments, or engine options. In this way, a basic model can quickly become a perfectly customized machine for the specific use case.
Example: An agricultural machinery manufacturer can show customers live how the vehicle changes when selecting different tires, attachments, or engine options. In this way, a basic model can quickly become a perfectly customized machine for the specific use case.
Sales or Quotation Configurator
A sales configurator helps sales representatives provide optimal guidance to customers during consultations. By selecting the appropriate product options step by step, errors are minimized, and quotes can be generated faster and more accurately.
Example: A sales representative in the machinery industry configures the ideal system together with the customer on a tablet. While the customer immediately sees how the solution looks and what it costs, the salesperson can simultaneously create a complete quote, including technical specifications.
Example: A sales representative in the machinery industry configures the ideal system together with the customer on a tablet. While the customer immediately sees how the solution looks and what it costs, the salesperson can simultaneously create a complete quote, including technical specifications.
Solution or Set Configurator
A solution or set configurator enables the assembly of complex systems or product sets composed of multiple coordinated components. This ensures that all parts are technically compatible and complete.
Example: A customer is planning an industrial shelving system. The configurator helps them find the right combination of supports, shelves, and accessories. At the same time, the set configurator ensures that the selected combination is fully compatible.
Example: A customer is planning an industrial shelving system. The configurator helps them find the right combination of supports, shelves, and accessories. At the same time, the set configurator ensures that the selected combination is fully compatible.
CPQ Software
CPQ stands for “Configure, Price, and Quote” and refers to a comprehensive solution for product configuration, pricing, and quotation. It is particularly suited for companies with complex pricing structures or customized customer requirements.
Example: A custom machinery manufacturer uses CPQ software to generate an error-free, professionally formatted quote with accurate pricing from an individual configuration within minutes.
Example: A custom machinery manufacturer uses CPQ software to generate an error-free, professionally formatted quote with accurate pricing from an individual configuration within minutes.
Business Departments That Benefit from Product Configurators
Due to their extensive functionality, configurators can support multiple departments. Sales, marketing, and product management, in particular, benefit from implementing a digital configuration solution.
Sales
Product configurators help sales representatives guide customers quickly and accurately through all configuration options and generate appropriate quotes. In the sales process, this saves time, reduces errors, and ensures professional customer consultations. Dealers and sales partners also benefit from access to the company’s full product knowledge, allowing high-quality advice to be scaled beyond company boundaries.
- Ensured consultation quality
- Simplified quote generation
- Scalable product knowledge
- Usable as an app in the field and at trade shows
Marketing
Marketing managers can use a web configurator to increase user engagement on their website. Customers can explore products independently (self-service), view different variants, and customize products to their individual needs. This not only increases the likelihood of purchase but also creates a positive website experience.
- Higher engagement
- Improved user experience
- Interactive capabilities
- Self-service functionality
Product Management
Product management benefits in two ways: on one hand, all product knowledge and the expertise of product managers are integrated into the configurator. On the other hand, the tool provides valuable usage and analytics data, enabling targeted development of the product portfolio. This creates a direct feedback loop between the market, sales, and development.
- Unified knowledge management
- Performance data for product development
- Targeted launch of new products
What Are the Benefits of Product Configurators?
Product configurators are powerful tools that help optimize processes, particularly in the B2B sector. They offer numerous benefits that improve outcomes for both employees and end users:
- Provides Customization Options: Personalization creates an emotional connection to the product and increases the likelihood of purchase.
- Higher Engagement: Customers and sales representatives can interact directly with the configurator. In particular, 3D configurators provide an immersive user experience.
- Available 24/7: Customers can use the product configurator on the website around the clock, including weekends and holidays.
- Error-free Configurations: The rule-based logic ensures that all dependencies are accounted for, resulting in an error-free final configuration.
- Seamless Integration: Product configurators can typically be seamlessly integrated into existing systems such as CMS platforms (e.g., Shopify, WooCommerce, Magento), ERP, CRM systems (e.g., Salesforce, HubSpot), and sales enablement platforms (e.g., Highspot, Showpad).
- Accurate Pricing: Since all product data is stored within the configurator, prices for individual configurations can be calculated easily and accurately.
- Faster Quote Generation: Sales representatives can create customized quotes for complex configurations much more quickly.
- Counters Skills Shortages: On one hand, customers can interact independently with the configurator when it is embedded on the website. Additionally, the solution not only helps sales representatives work more efficiently but also requires no prior product knowledge. This means even new or inexperienced employees can start providing customer consultations immediately.
2D vs 3D Configurations
Whether a 2D or 3D configurator is more suitable depends on the specific use case. For most applications, 2D configurators are perfectly adequate, especially when guiding users through rule-based selections is the main priority.
If the goal, however, is to provide users with an immersive experience, 3D configurators are the better choice. These, however, are more complex to implement and come with higher costs. Learn more about the similarities and differences in our blog post: 2D vs 3D Configurators – Which One Is Better?
If the goal, however, is to provide users with an immersive experience, 3D configurators are the better choice. These, however, are more complex to implement and come with higher costs. Learn more about the similarities and differences in our blog post: 2D vs 3D Configurators – Which One Is Better?
How to choose the best Product Configurator Software?
There are many product configurators on the market, but not every solution is suitable for every company. While some tools are primarily designed for end customers, others offer features tailored to complex B2B products. A targeted selection makes integration into existing processes easier and maximizes value for sales, marketing, and customers.
Here is an overview of leading providers:
Here is an overview of leading providers:
| Provider | Target Group | Focus |
|---|---|---|
Encoway | B2B | Variant Management, CPQ |
excentos | B2B | Set-Building, CPQ, Guided Selling |
Threekit | B2C & B2B | 3D and AR Product Visualization |
Twikit | B2C & B2B | 3D Configuration, Mass Customization |
4 Pace | B2C & B2B | CPQ, 3D Visualisation |
Camos | B2B | CPQ, Quote Configuration |
How Much Does a Configuration Solution Cost?
Since costs vary depending on the scope of implementation, it is not possible to provide a standard price for a product configurator. Generally, the more complex the configurator, the higher the costs. Adding 3D visualization can increase expenses further, especially if CAD models of your products do not yet exist and need to be created first.
In summary, the cost of a configurator is typically determined individually for each customer.
In summary, the cost of a configurator is typically determined individually for each customer.
Key Takeaways on Product Configurators
- Product configurators are software solutions that provide an interactive interface for adjusting and customizing products.
- Rule-based logic ensures that all dependencies are considered and the final configuration is error-free.
- In B2C, the focus is on tailoring products to individual customer needs, whereas in B2B, the intended use case is crucial for an optimal configuration.
- Configuration solutions can be profitably integrated into multiple business processes, benefiting areas such as sales, marketing, and product development.
- The most common types are variant configurators, sales configurators, set configurators, and CPQ solutions.
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