Julia Paulsen, Director of Ecommerce Nordics at Elkjøp Nordic (part of Currys plc), unpacks how to win when your store has two customers: the human and the AI assistant. We cover data quality, MACH, omnichannel execution, and the culture that turns OKRs into commercial outcomes.
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⏱️ Timestamps
00:00 Intro
00:23 Welcome Julia Paulsen (Elkjøp Nordic / Currys)
00:40 What Elkjøp is + Nordic footprint
01:05 Market share + MediaMarkt history
01:49 Norway’s biggest e-commerce revolution
02:32 Two customers: human and AI assistant
05:26 “Menneske og maskin”: human + machine
06:54 How to make PDPs readable for virtual assistants
07:22 Agent vs human shopping missions
08:33 Last mile & omnichannel performance
09:42 Multi-market ecommerce + ContentSquare
12:13 Nordic stores as a strategic advantage
14:22 Culture, OKRs and performance
17:21 Leadership during pressure
19:33 The next 2–3 years of digital retail
20:52 Why structured product data is the battlefield
22:26 21,000 signals → +6% checkout completion
23:42 Closing thoughts
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