Annika Nordbo, SOK – Improving customer journeys by utilising customer data

Annika is the Head of eCommerce Data and Analytics for the three Finlands' leading ecommerce stores at SOK: s-kaupat.fi, sokos.fi, and prisma.fi. At SOK, Annika has established a new data and analytics team to accelerate the massive growth of SOK's ecommerce, covering the entire supply chain from warehouses to customer delivery and feedback. At Digital Commerce Forum 2024, Annika shared through practical use cases how SOK uses customer data to improve its customer journey.