SURFDOME CASE STUDY The Background The Brief Having been around for over a decade, Surfdome has experienced a lot of the benefits of a booming e-commerce economy. Its executive team has also developed the necessary skills to survive in such a cut-throat world; part of this is ensuring that they’re able to ship every order on time, without fail. Not being able to deliver the end-to-end customer experience that consumers expect can be a killer. If customers aren’t able to order, are sent the wrong items, or are told after a sale that the product they want isn’t actually in stock then the chance of return custom diminishes. Which is particularly damaging when you work in a niche industry. Surfdome was experiencing these exact issues, which is why it made the decision to investigate Peop

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