Customer Insights at ICA

Arvid Iverstam, Customer Insight Consultant at ICA, together with Marie Håkansson, Customer Insight Strategist, held an presentation where they shared knowledge on present customer insight operations and strategies. They highlighted both internal and external users of customer insights, different types of data, and an intriguing case study. As part of the case study, students were tasked with developing new strategies for managing and delivering customer data in a way that benefits both internal and external users.

The proposed strategies ranged from new segmentation models to an integrated approach leveraging AI alongside ICA's highly skilled team. A recurring theme throughout the workshop was the balance between short-term and long-term strategies, as well as the potential pitfalls and opportunities associated with AI implementation.

Linnéa Dahlke, Key Account Manager, ICA Retail Club