Motorola's Moto Maker online ordering portal, which offers over 4,000 different ways to customise the look of a Moto X, is due go live in the UK at the end of September.
The service this week launched in Germany and has been available in the US since last year, where it has been embraced enthusiastically by punters. No doubt partly due to the increasingly homogenous designs being adopted elsewhere across the industry.
But the benefits of the service aren’t restricted to consumers.
According to Christoph Janeba, Director of EMEA Products at the phone-maker, the option to customise handsets has also massively reduced the number of Motorola handsets that are returned to stores.
Janeba explained: "We see a minimum for 40 per cent of consumers choose Moto Maker as their platform for customising.
"In the US, we've seen the return rate is really super low on Moto Maker units. It’s the care effect: consumers building their own phone. They just love it.
He added: "We expect the return rates to be really low [elsewhere too]."
Time will tell if this ‘care effect’ is felt in the UK, as Motorola gears up to launch Moto Maker with the new 5.2-inch FHD Moto X.
Moto Maker's UK inaugration will also see four leather backs being added to the range of options, alongside the existing selection of wooden backplates.