Lindqvarn Retail / BB-Demo – Discovery
Callcompleted
Lindqvarn Retail: documents · 2025-01-20 09:15
Discovery with Karin Sjöberg and CFO Mats Eklund on joining customer, store and web data. Mats wants a return he can explain to the board in two sentences. Tom Ashdown floated Enterprise and a decision date of 18 Mar 2025.
What was said
What this says
Current to 11 Oct 26Discovery with Karin Sjöberg and CFO Mats Eklund on joining customer, store and web data. Mats wants a return he can explain to the board in two sentences. Tom Ashdown floated Enterprise and a decision date of 18 Mar 2025.
What happened: Karin described three teams, each with its own picture of the customer, reconciled by hand in spreadsheets. Mats Eklund framed the problem as cost and untrusted numbers behind store investment decisions.
Customer view: Mats said his concern is the return, not the technology. A group security team will want to review the work, and Karin wants store managers to actually use it.
Commercial: Tom Ashdown pointed to the Enterprise tier and said roughly one hundred and twenty-nine thousand pounds, including implementation, for the first term only. He promised a written breakdown of both years, and Mats said he would not react to a number on a call.
Watch: Mats wants numbers before the demo. A decision around 18 Mar 2025 depends on the security team joining early.
Themes
Current to 9 Oct 26Theme
Enterprise discovery, return case
Importance
neutral
Sentiment
neutral
Voice
decision-maker
Who was there
BB-Demo
CRMmade from
Them
CRMmade from
Follow-up
Next steps
Current to 9 Oct 26- Tom Ashdown to send Mats the breakdown of both years and a short note on measuring return, before the demo.
- Tom Ashdown to set up the demo with Karin Sjöberg and bring in the e-commerce lead.
- Karin Sjöberg to send the hours lost and tell Tom which security team members should join.
Risks
Current to 9 Oct 26- Mats Eklund doubts the return and will drop the project if the value cannot be explained to the board in two sentences.
- The group security team has not yet been involved, which could slow the decision.
- Store managers may not use the brain, which would leave a nice project and nothing more.
Opportunities
Current to 9 Oct 26- Enterprise fits a company-wide user base with a security question, with single sign-on and security review support.
- A demo on Lindqvarn's own data, with the e-commerce lead present, can show store managers a plain-question answer.
Transcript
Tom Ashdown NoneHello, hello. Can you hear me alright? I can see Karin, and Mats is just joining, I think.
Karin Sjöberg NoneYes, good morning Tom. I can hear you well. How are you, how is your week starting?- Tom Ashdown NoneNot bad at all, thanks. Bit grey down here in London, but no drama. How was your weekend? Did you get any snow over there?
- Karin Sjöberg NoneA little, yes. Enough to make the commute slow. Ah, here is Mats.
Mats Eklund NoneGood morning. Sorry, I was in another meeting. I have the agenda you sent. Current systems, what you are trying to fix, and next steps. Is that still right?- Tom Ashdown NoneThat's it exactly, Mats. And thanks for making the time. I'll keep it loose. I'd rather hear from you than talk at you for forty minutes. Karin, perhaps you could start us off with how things look at Lindqvarn today?
- Karin Sjöberg NoneYes, of course. So, we are a homeware and furniture chain, around sixty stores across the Nordics, plus the web shop. And we have a problem that is quite simple to say. We have customer service in one place, e-commerce in another, and store feedback in a third. Each team has its own picture of the customer.
- Tom Ashdown NoneRight. And when you say its own picture, what does that look like on a normal Tuesday?
- Karin Sjöberg NoneIt looks like me exporting from the helpdesk, someone else exporting from the e-commerce platform, and then a long spreadsheet. By the time we agree what a segment is, the question has changed. The store managers ask what the stores should do, and I cannot answer quickly.
- Tom Ashdown NoneMm. That's very common, honestly. Mats, is that how it looks from the finance side too, or do you see something different?
- Mats Eklund NoneFrom finance I see the cost of it. People's time. And I see decisions on store investment that rest on numbers nobody fully trusts. That is my concern. Not the technology. What is the return?
- Tom Ashdown NoneFair, and we'll come to that, I promise. Can I ask first, Karin, which systems would the brain need to sit across? Your CRM, the helpdesk, the web shop data...
- Karin Sjöberg NoneThe CRM, yes, and the helpdesk. Then the e-commerce data, and the store feedback, which comes from surveys and from the store managers' own notes. Some of it is in documents. I think we should anchor this on the segments first, and then see which sources feed them.
- Tom Ashdown NoneI like that. So segments first, sources second. And just so it's clear for Mats, the way we work is that it all runs inside your own Snowflake account. Nothing leaves your environment, we build the layer in there.
- Mats Eklund NoneOur data stays with us.
- Tom Ashdown NoneIt does. In your account, under your controls. Yeah.
- Karin Sjöberg NoneThat is important for us. We have a group security team, and they will want to look at this. What do the stores say, is also my question, because if the managers do not use it, it is a nice project and nothing more.
- Tom Ashdown NoneAbsolutely. That's where the demo comes in, actually. We don't show you a slide deck, we show it on your own data, so a store manager can see their own region and ask it a plain question.
- Karin Sjöberg NoneThat would help. Let us think about it together with the e-commerce side as well. Our e-commerce lead would want to see how the web shop questions work.
- Tom Ashdown NoneBrilliant, we'll get them in the room. Mats, can I ask what a good outcome looks like for you, say a year in? Not the tool, the result.
- Mats Eklund NoneFewer hours spent reconciling. One set of numbers for the store-investment plan. And a clear view of what the brain is worth. If I cannot explain it to the board in two sentences, I do not want it.
- Tom Ashdown NoneThat's a fair test. I'll make a note of that one. Two sentences, so we build the case around two sentences.
- Karin Sjöberg NoneI can help with that. I have started a business case, with the hours we lose, but it is rough.
- Mats Eklund NoneSend me the numbers first, Karin. Then we can see if the case holds.
- Karin Sjöberg NoneYes, I will do that this week. I would like to be careful with it, so the figures are ones the stores recognise.
- Tom Ashdown NoneSounds sensible. Now, shall I say a word on how we'd likely shape this? You're company-wide in terms of who'd use it, and you've got the security question, so we'd be talking about our Enterprise tier. That brings single sign-on, and an executive sponsor on our side, and the security review support is part of the implementation.
- Mats Eklund NoneAnd the cost?
- Tom Ashdown NoneSo, I never like quoting from memory, so I'll confirm this in writing. But roughly, the deal comes out at one hundred and twenty-nine thousand pounds, all in, with the one-off implementation included. That's the total for the first term, not a yearly figure. I'll break it down properly for you.
- Mats Eklund NoneUnderstood. I will not react to a number on a call. Put the breakdown in an email. And next year?
- Tom Ashdown NoneYes, that's the right question. The next year is the subscription only, without the implementation. I'll set that out too, side by side, so you can see both years.
- Mats Eklund NoneGood. That is what I need.
- Karin Sjöberg NoneTom, may I ask about timing? We would like to decide with some care, but not slowly. Our store-investment plan is set in the spring.
- Tom Ashdown NoneSure. What we've pencilled in is a decision around 18 March 2025. That gives us time for the demo, the security review and the numbers. Does that feel realistic, or is it too tight?
- Karin Sjöberg NoneIt feels possible. If the security team is involved early.
- Mats Eklund NoneIt is possible. I would want the numbers before the demo, not after.
- Tom Ashdown NoneNoted, numbers first. Leave that with me. So, to pull it together. Karin, I'll set up the demo with you and bring in your e-commerce lead because the web shop questions matter. Mats, I'll send the breakdown, both years, and a short note on how we'd measure return. Karin sends the hours she's collected. Does that cover it?
- Karin Sjöberg NoneYes. And I will ask our security team who should join. I will tell you by the end of the week.
- Tom Ashdown NonePerfect. Let's get something in the diary for the demo, early next month if we can. Anything else from either of you?
- Mats Eklund NoneNo. Thank you. That was clear.
- Karin Sjöberg NoneThank you, Tom. Have a good week, both of you.
- Tom Ashdown NoneCheers all. Speak soon.
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