In late 2017, Axel Johnson launched Axinsight, a Group-wide collaboration for data-driven business development. The project aims to strengthen the companies’ ability to utilize data to create more customer and business value. Axfood, Dustin, KICKS, Martin & Servera and Åhléns are participating in the project.
Customers are becoming more digital and they have high demands in terms of service, convenience and relevance. To meet these demands, companies must become more data-driven. The entire supply chain is full of potential, from customer interaction, staffing and internal processes to warehousing, transportation and purchasing. Axel Johnson has the prerequisites to become a leader in data-driven business development. Our vast and extensive operations, and our one million customer interactions every day, give us a major advantage: we have a lot of good data. There is potential throughout the whole value chain; from customer meetings to internal processes, warehousing, transportation and purchasing.
We work quickly and within set limits. In one experiment, we took approximately 600 million data points from one of the companies. We then conducted an experiment with 30,000 customers in which we put the data-driven recommendation against their normal option. And it turned out that the data-driven alternative increased value by approximately 20 percent.