The goal is to deepen the knowledge of "customer insight" so that it becomes practically useful for e-commerce. This is done through data analysis of customer purchase and return behavior and by creating groups of customers, based on the most dominant consumer behaviour. From these segments develop similar offerings / value package that addresses the identified customer demands. Value Packs are then tested against the customer they refer through interviews. The project will lead to a number of case studies, which in turn will be disseminated to stakeholders and businesses in the retail, logistics, industry. The goal is to write articles for trade press and produce scientific articles.