Mikael Lindell is Head of CRM and Customer Insight at Åhléns. Åhléns is Swedens leading department store with 62 physical stores and e-commerce. Åhléns is one of the strongest brands in Sweden and part of the Axel Johnson group with more than 200 companies. With a large loyalty program and lots of data Åhléns are now taking the first step towards mass personalization through analytics and machine learning.