"We'll tailor your experience"
(2022) SMMM40 20221Department of Service Studies
- Abstract (Swedish)
- Personalization is a strategic way for retailers to tailor an experience based on information provided by the customer, to fulfill the individual's needs. It has been explored in great detail, resulting in benefits being revealed, as well as strategies being put forth. However, this study identifies great possibilities to improve our knowledge of the research field, by adopting a holistic approach, looking at the retailers' work with personalization in a larger network of actors. Previous research has addressed that retailers currently lack knowledge about the right method to apply personalization strategies and only a few have fully implemented their strategies. This has resulted in a lack of consensus on how to design and apply... (More)
- Personalization is a strategic way for retailers to tailor an experience based on information provided by the customer, to fulfill the individual's needs. It has been explored in great detail, resulting in benefits being revealed, as well as strategies being put forth. However, this study identifies great possibilities to improve our knowledge of the research field, by adopting a holistic approach, looking at the retailers' work with personalization in a larger network of actors. Previous research has addressed that retailers currently lack knowledge about the right method to apply personalization strategies and only a few have fully implemented their strategies. This has resulted in a lack of consensus on how to design and apply personalization strategies, which this study focuses on. To address these issues, observations and interviews of online fashion retailers
are conducted, with the enhanced value net approach serving as a framework. The findings of this study reveal that when designing a personalization strategy, retailers value customer data highly, and use different approaches to collecting it. In applying their strategy, this study shows that retailers prioritize different aspects in personalizing their offers. Furthermore, surrounding actors play an important role in this process. Adopting a holistic view of the retailer as part of a bigger puzzle highlights the complexity of designing and applying personalization strategies to improve the customer experience in today's retailing. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9092704
- author
- Sällberg, Kevin LU and Herrlin, Almina
- supervisor
- organization
- alternative title
- A qualitative study about the design and application of personalization strategies among online fashion retailers
- course
- SMMM40 20221
- year
- 2022
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- content personalization, interface personalization, customer experience, personalization strategy, enhanced value net approach
- language
- English
- id
- 9092704
- date added to LUP
- 2022-06-23 10:10:16
- date last changed
- 2022-06-23 10:10:16
@misc{9092704, abstract = {{Personalization is a strategic way for retailers to tailor an experience based on information provided by the customer, to fulfill the individual's needs. It has been explored in great detail, resulting in benefits being revealed, as well as strategies being put forth. However, this study identifies great possibilities to improve our knowledge of the research field, by adopting a holistic approach, looking at the retailers' work with personalization in a larger network of actors. Previous research has addressed that retailers currently lack knowledge about the right method to apply personalization strategies and only a few have fully implemented their strategies. This has resulted in a lack of consensus on how to design and apply personalization strategies, which this study focuses on. To address these issues, observations and interviews of online fashion retailers are conducted, with the enhanced value net approach serving as a framework. The findings of this study reveal that when designing a personalization strategy, retailers value customer data highly, and use different approaches to collecting it. In applying their strategy, this study shows that retailers prioritize different aspects in personalizing their offers. Furthermore, surrounding actors play an important role in this process. Adopting a holistic view of the retailer as part of a bigger puzzle highlights the complexity of designing and applying personalization strategies to improve the customer experience in today's retailing.}}, author = {{Sällberg, Kevin and Herrlin, Almina}}, language = {{eng}}, note = {{Student Paper}}, title = {{"We'll tailor your experience"}}, year = {{2022}}, }