Research question: How do AI solutions influence digital customer experiences in Swedish retail companies? Purpose: This study explores how AI technologies affect customer experiences in    Swedish retail by interviewing customers about their perceptions and interactions. The goal is to better understand these experiences and improve how AI is integrated into retail customer relationship management.  Method: This study used qualitative research to explore how AI affects digital customer experiences in Swedish retail. By conducting semi-structured interviews and analyzing podcasts, it gathers detailed insights into customer perceptions and industry trends. With a goal to gain a thorough understanding of AI's role in improving digital retail experiences. Conclusion: AI solutions impact digital customer experiences in Swedish retail in various ways. They improve convenience and personalization but also create concerns about impersonality and data privacy. To get the most out of AI and build customer trust, it is important to balance technological effectiveness with a human-centric approach.

Submitted by Leonardo Bernini (bernini.leonardo@gmail.com) on 2016-10-11T19:07:09Z No. of bitstreams: 1 Thesis_L_Bernini_Final_3.pdf: 2595776 bytes, checksum: 37b75f8b7debf24728167af93611e606 (MD5) / Approved for entry into archive by Ana Luiza Holme (ana.holme@fgv.br) on 2016-10-11T19:08:54Z (GMT) No. of bitstreams: 1 Thesis_L_Bernini_Final_3.pdf: 2595776 bytes, checksum: 37b75f8b7debf24728167af93611e606 (MD5) / Made available in DSpace on 2016-10-11T19:12:17Z (GMT). No. of bitstreams: 1 Thesis_L_Bernini_Final_3.pdf: 2595776 bytes, checksum: 37b75f8b7debf24728167af93611e606 (MD5) Previous issue date: 2016-09-19 / In the past two decades the importance of the digital economy worldwide, retail in particular, has increased exponentially, in terms of value it generates and academic debate it spurs. The latter is represented by a vast and diverse body of knowledge which has been tested and applied to different degrees. Indeed, the study of underlying mechanisms that drive digital commerce is in continuous motion and many discussions are still in early stages of development. Such pieces of knowledge can only benefit from further examination. This dissertation sets out to provide additional insight into young fields of knowledge pertinent to digital retail. It does so by providing a business application to a selected body of notions; these concepts are tested against the CaffèLab business case whose revelatory and critical nature allows to corroborate, corroborate incrementally or contradict knowledge. Not only does this study corroborate most of the examined notions endowing them with a further business application; it surpasses its ‘applied business research’ nature by contributing: (1) novel knowledge to be added to the academic discussion such as the extension of the Technology Acceptance Model and the Combined Development Model and (2) recommendations to the analyzed company regarding its future courses of action. / Nas ultimas duas décadas a importância da economia digital global, varejo especialmente, cresceu de forma exponencial, em termos de valor criado e de debate académico estimulado. Um grande e diverso conjunto de literatura tem sido testado com várias profundidades. De fato, o estudo dos mecanismos que dirigem o comercio digital é em moção continua e muitas discussões estão ainda em estágios iniciais de desenvolvimento. Esses elementos de conhecimento só podem beneficiar se de uma análise mais aprofundada. Esta dissertação tem como objetivo a provisão de introspeção adicional nas áreas de conhecimento sobre o varejo online mais recentes. Para atingir esse objetivo a tese fornece uma aplicação de negócio a uma seleção de noções; estes conceitos são testados através do business case da CaffèLab cuja natura reveladora e crítica permite a corroboração, corroboração incremental ou contradição dos conhecimentos. Este estudo não somente corrobora a maioria das noções examinadas dotando-as de uma aplicação adicional; mas também supera a sua natura de applied business research’ contribuindo: (1) conhecimento original como a extensão do Technology Acceptance Model e o Combined Development Model e (2) recomendações para a companhia analisada em relação a futuros cursos de ação.

Som resultat av globalisering och teknologisk utveckling genomför människor flera beslut i sina privata och professionella liv från digitala enheter. Beslutsfattningen varierar från informationsinhämtning, underhållning och framför allt näthandel. Användandet av digitala miljöer för detaljhandeln ökade under Covid-19 pandemin, och en ledande marknad var sport- och livsstilsmodesegmentet. Däremot har digitaliseringsvågens tillgång inneburit ett informationsöverflöd, som ofta överskrider individers bearbetningsförmåga. Utfallet är felaktiga eller närmare bestämt dåliga beslut utifrån snabba och impulsiva beslut utifrån heuristiska och underliggande fördomar. Som svar försöker organisationer implementera knuffar i sina digitala kanaler för att vägleda individer till bättre beslutsfattning. Tidigare forskning gällande knuffar har analyserat traditionell handel, användarupplevelse och design av digitala knuffar, däremot finns det begränsad forskning om detaljhandelsföretag med digitala handelskanaler och plattformar inom det alltmer viktigare segmentet för sport- och livsstilsmode. För detaljhandelsföretag med digitala teknikkanaler kan det vara svårt att identifiera lämpliga knuff-tekniker och ofta står verksamheterna inför en tids- och resurskrävande arbetsprocess, med risk för negativ påverkan av kundupplevelsen och eventuellt förlorade försäljningsintäkter. Denna studie syftar till att öka förståelsen om hur digitala knuffar kan appliceras och används av detaljhandelsföretag med digitala teknikkanaler inom sport- och livsstilsmodesegmentet. Detta uppnås genom att besvara forskningsfrågorna: Hur kan detaljhandelsföretag inom sport- och livsstilsmodesegmentet gynnas av digitala knuffar utifrån interna företagsfördelar? Och vilka knuff-tekniker kan tillämpas av detaljhandelsföretag inom sport- och livsstilsmodesegmentet för sina digitala handelskanaler? För att kunna uppnå forskningsarbetets syfte och svara på forskningsfrågorna applicerades en kvalitativ enfallsstudiedesign hos ett ledande detaljhandelsföretag, inom sport- och livsstilsmodesegmentet, med digitala teknikkanaler. Datainsamling skedde genom semi-strukturerade intervjuer samt analys av publika dokument, rapporter och pressmeddelanden som fallföretaget har publicerat. Studien redogör hur detaljhandelsföretag inom sport- och livsstilsmodesegmentet kan gynnas av digitala knuffar utifrån interna företagsfördelar då knuff-arbetet möjliggör bättre förståelse av detaljhandelsföretagets målsättning och konsumenternas livsstil och behov, effektivare resursanvändning, utveckling av digitala förmågor som möjliggör medarbetarnas arbete, och till en intern arbetskultur som utgår från företagsmålen för att skapa en miljö där samarbete och en lärande organisation står i fokus. Vidare redovisas fallföretaget arbete med knuff-strategierna känsla av brådska och multiplattformsaktivitet, och presenterar exempel på hur applicering av knuff-tekniker såsom förenkla och inrama information, använda och påverka sociala normer, och förändringar av handelsmiljön kan planeras, implementeras och integreras i ett detaljhandelsföretags verksamhetsaktiviteter. / As a result of globalization and technological development, people make many decisions in their private and professional lives from digital devices. The decision making varies from gathering information, entertainment, and online shopping. The degree of use of digital environments within the retail industry increased during the Covid-19 pandemic, where a leading market was the sports and leisure fashion segment. However, the digitalization wave has led to an abundance of information which often surpasses the individual's ability to process, resulting in wrong or simply put bad decision making which is quick and impulsive, and based on heuristic and underlying prejudices. To respond, companies implement nudges to help guide consumers in their digital channels. Previous research regarding nudging has focused on nudging in traditional retail, as well as the user experience and design of digital nudges. Yet there is limited research on retail companies with digital channels within the increasingly important segment of sports and leisure fashion. For many retail companies with digital channels, it is difficult to identify which nudging techniques are appropriate. In many cases, retail companies are faced with work which is consuming both time and resources, and with the risk of negatively impacting the consumer experience and possible loss of revenue. This research aims to increase the understanding of how digital nudges can be applied and used by retail companies with digital channels in the sports and leisure fashion segment. This by answering the research questions: How can retail companies in the sports and lifestyle fashion segment benefit from digital nudging based on internal company benefits? And what nudging techniques can retail companies in the sports and lifestyle fashion segment apply to their digital channels? To achieve the study’s purpose and answer the research questions, a single-case case study design was conducted at a leading retail company within the sports and leisure fashion segment, with digital channels. Data collection materialized through semi-structured interviews and analysis of public documents, reports, press statements released by the case company. The study showcases how retail companies within the sports and leisure fashion segment can benefit from digital nudges and attain internal company benefits as the nudging work enhances understanding of the company's objectives and the consumers' lifestyles and needs, enables resource efficiency, development of digital capabilities which enables the employees, and contribute to improved internal work culture which is based on the company’s objectives, where collaboration and a learning organization are at center stage. Furthermore, the study showcases how the case company works with the nudging strategies sense of urgency and multiplatform activity, and presents examples on how nudging techniques as simplification and framing of information, use of social norms and changes to the retail environment can be planned, implemented and integrated in a retail company’s activities.