Renée Säverot Foto: Pauline Olsson

Gina Tricot AB – Renée Säverot

Project description

This PhD project, focusing on fashion retail, highlights two of the increasingly important questions in management teams today:

1) How can companies be relevant for their customers in every step of the customer journey?
2) How can companies connect with their customers on a new level through enhancing the customer experience?

Personalization has in previous research been identified as one of several enablers in the creation of relevance and great customer experiences, but the research has so far been relatively narrow and focused on product recommendations and pricing connected to e-commerce. Digitalization is in some ways changing the purpose of physical stores and many of them are transforming into becoming more than just a place where consumers go to buy products. As consumers are constantly moving between different channels, it’s important to redefine and widen the concept of personalization. With this as a background, this project will look closer into personalization as a driver of value from both a business and a consumer perspective.

This project is a collaboration between Gina Tricot AB and Frankenius Equity AB

Links
Renée Säverot at ResearchGate

Thesis Project Team

Renée Säverot

PhD Student

Master of Science in Business and Economics with a major in Business Administration

Joakim Modigh

Company Mentor

Gina Tricot AB

Adele Berndt

Supervisor

Jönköping University

Firouze Pourmand Hilmersson

Co-Supervisor

University of Borås

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