My 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.