Abstract Introduction: The aim of the current study is to examine the relevance of product customization of M&S for long-run organizational benefit in the UK market. The objectives of the study are to understand the relevance of product customization in order to gain long runs organizational benefits. The research question focuses on, How does product customization help a brand to attain long run organizational benefits? The rationale of the study scrutinizes on the issue and disputes experienced by the brand on product customization policy. Literature review: In this part, the effectiveness of the suitable product customization strategy has been scrutinized in the context of the retail industries. Along with this, the factors that can assist the brand to redeem the gaps and enhancing the organizational benefits might be raised by the customers in the near future have been identified. Research methodology: Sample sizes of 60 employees of the organization along with 5 managers have been selected. Moreover, deductive research approach is used as it helped to perform in-depth research study. Along with this simple random sampling is used in order to accomplish the research objective in an effective way. In findings and analysis: The impact of product customization policy over the retail industry has been analysed with the help of feedback received from the selected respondents. Recommendations: Recommendations are offered in order to mitigate the gaps of M&S. The usage of personal portal, blogs and dedicated mobile apps can help the brand to attain organizational benefits.
