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Digital Commerce & Customers

The project will work in three integrated tracks towards an understanding of digital commerce and the increasingly digital customers in the lifestyle industry both b2c and b2b. This project will test usec cases in the customer journey to demonstrate how new technology can support companies to more success with digital commerce.

The Covid lockdown has dramatically accelerated the use of digital technologies in the commercial activities of almost every industry. In the lifestyle and design industries, Virtual showrooms and platforms for online commerce that draws on digital technologies such as VR/AR, 3D models, chat bots, algorithms and AI are becoming essential means for presenting goods and interacting with prospective customers. These technologies provide alternative ways of carrying out activities, but even more importantly they change radically what is possible and provides opportunities for completely new ways of doing business.

In this research project we build off prior research and development projects to focus on three particularly prominent areas:

  • Digital touchpoints: The introduction of digital touchpoints in customer journeys.
  • The need to touch: How to cope with the customer’s need to touch and feel to richly experience designer goods in relation to purchase.
  • Digital B2B commerce: The B2B interactions between designers, producers, resellers, specifiers and other partners in the

In these three focus areas, we have set out to document the industry best practices and envision the emergent next practices of digital commerce in the design and lifestyle industries.

To do this, we wish to get in contact with Danish companies within the lifestyle and design industries, working with furniture, fashion or other related products and services. We offer two ways of joining us in this endeavor:

  1. Practice case company. Specifically targeting on one of the three focus areas, we will together explore your approach to handling the issue.
  2. Spin-in host company. Specifically targeting on one of the three focus areas, you will host a group of 3-5 students working under supervision to solve a concrete problem for you by developing a next practice scenario for how to use the potential of digital technologies to transform activities.

If you are interested to participate reach out today – contact details below

This research project is carried out within the Lifestyle and Design Cluster, and Innovation Network under the Ministry of Higher Education and Science. In the project, representatives from Copenhagen Business School, Aarhus University and VIA Design.


For further information:

Stefan Henningsson, Copenhagen Business School                          Heidi Svane Pedersen, Lifestyle & Design Cluster

sh.digi@cbs.dk                                                                                                                      heidi@ldcluster.com

+45 24794329                                                                                                                       +45 20747683

For further information:

Stefan Henningsson, Copenhagen Business School


+45 24794329

Project Lead: Stefan Henningsson, Copenhagen Business School


CBS: Mogens Bjerre mb.marktg@cbs.dk, Rob Gleasure rg.digi@cbs.dk

VIA Design:  Signe Mørk Madsen smm@via.dk, Rune Thorbjørn Jason Clausen rujc@via.dk

Aarhus universitet: Marianne Ping Huang mph@cc.au.dk, Alexandra Leonie ai@cc.au.dk, Kata Börönte borontekata@cc.au.dk


Three scenarios will be explored during these webinars to understand some of the barriers working with digital commerce in the design industry.

Customer Journey & touchpoints

The customer as a moving target in the digital age. The customer journey belongs to the customer – no matter how much brands and retailers imagine they control it. This webinar focuses on the challenges faced by brands and retailers in their efforts to attract and nurture customers, who move in and out of physical and digital spaces. This raises renewed focus on issues of control, brand presence and touchpoints (physically and virtually) to meet the customers on their journeys. 

Revisit the webinar here

Digital Customers & Commerce – Need for touch in the design industry

Physical quality is key for many design products. Customers have traditionally relied on high-street shops and showcase events to personally experience these products. However, this is changing due to Covid-19 and expanding digital sales channels. This theme will focus on the factors that drive consumers’ ‘need for touch’ and the different ways that firms can present their physical design products to consumers.

Revisit the webinar here

Digital B2B commerce in the design industry

Digital B2B commerce in the design industries. How do we digital technologies enable B2B interactions between designers, producers, resellers, specifiers and other partners in the lifestyle and design industries?

Revisit the webinar here


Afdelinger i Jylland
Birk Centerpark 38
7400 Herning
Tlf.: +45 9616 6200
E-mail: info@ldcluster.com
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Headstart Fashion HOUSE
Mindet 4
8000 Aarhus C
E-mail: info@ldcluster.com

Marsvej 6
7430 Ikast
E-mail: sylab@ldcluster.com
Afdeling i København
Frederiksholms Kanal 30 B1, 1. sal
1220 København K
Tlf.:+45 9616 6200
E-mail: info@ldcluster.com
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Lifestyle & Design Cluster
Lifestyle & design cluster is supported by: