Customisation has been present for years in trends of the largest worldwide brands: Coca-Cola bottles and Nutella jars with your name on it or Burberry scarf with customised embroidered pattern are only a few examples of activities that fit this global trend. Every customer wants to be special and to have something that is going to be unique, customised and specific to them. In answer to this need, more and more brick-and-mortar and online stores customise their offer and employ interactive product configurators. Why?