An overview of the case exemplars
| Company | Operational descriptions | Target group/groups | Personalized/tailored variables in shopping process | Sales 2015 (SEK) | Revenue (SEK) | No. of employees | Start date |
|---|---|---|---|---|---|---|---|
| A | Focusing on customer relationship marketing (CRM), using advanced customer data to tailor each offering to relevance. The most important moment in the customer journey is when the customer receives the suggested outfit (based on historical transactions and style/preferences) | Middle-aged customers, premium | Diagnosis of aesthetic preferences Personal taste regarding packaging | 136,801,000 | 10,876,000 | 27 | 2010 |
| B | Focusing on CRM where the delivery is seen as an important point of interaction. When the customer receives the package (a beautiful box), it should be a joyful event | Middle-aged customers, premium | Personal recommendations based on historical transactions Designed craft beautiful boxes | 987,739 | 63,247 | 4 | 2014 |
| C | Focusing on CRM, using data analysis to offer a convenient and smooth delivery option | Young customers (10–25 years), premium | A variety of delivery options located according to customer convenience | 250,142,000 | 1,773,000 | 85 | 2002 |
| Company | Operational descriptions | Target group/groups | Personalized/tailored variables in shopping process | Sales 2015 (SEK) | Revenue (SEK) | No. of employees | Start date |
|---|---|---|---|---|---|---|---|
| A | Focusing on customer relationship marketing (CRM), using advanced customer data to tailor each offering to relevance. The most important moment in the customer journey is when the customer receives the suggested outfit (based on historical transactions and style/preferences) | Middle-aged customers, premium | Diagnosis of aesthetic preferences | 136,801,000 | 10,876,000 | 27 | 2010 |
| B | Focusing on CRM where the delivery is seen as an important point of interaction. When the customer receives the package (a beautiful box), it should be a joyful event | Middle-aged customers, premium | Personal recommendations based on historical transactions | 987,739 | 63,247 | 4 | 2014 |
| C | Focusing on CRM, using data analysis to offer a convenient and smooth delivery option | Young customers (10–25 years), premium | A variety of delivery options located according to customer convenience | 250,142,000 | 1,773,000 | 85 | 2002 |
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