The game-changer : E-retailer's strategies in CRM and personalized marketing in concordance with GDPR

Abstract: The purpose of this thesis is to provide a deeper knowledge of how GDPR has affected Swedish e-retailers CRM and personalized marketing in connection to trust and privacy. The changed prerequisites elicited a need for in-depth knowledge of the affects.  To conduct the study, the literature review that has been established included theories that are related to the concepts CRM, personalized marketing, trust and privacy. The concepts resulted in a conceptual framework that demonstrates the relationship between them and their different theories. The conceptual framework has been used to analyze the empirical data found from the qualitative studies with Swedish e-retailers.  In the analysis chapter, discussions of the found differences and similarities were conducted in accordance with the conceptual framework. The analysis was used to draw conclusions to our research questions. The conclusion follows with implications, recommendations, limitations and suggestions for future research.   The research has provided conclusions to what affects GDPR has had on CRM and personalized marketing strategies for Swedish e-retailers. These conclusions contribute with findings to fill in the found research gap. The conclusions provide knowledge and value to Swedish e-retailers that are established and for those who plan to enter the e-commerce market.