For example, Electrolux, working with brand consultants Prophet, recently conducted a consumer study to understand consumers' behaviour and identify key needs and pain points throughout the purchase cycle.This led to the development of the app Optimal Match, which recommends products to consumers based on a series of lifestyle questions. The app is currently being trialled in selected John Lewis stores via tablets and online.Electrolux is taking a customer-centric view of innovation, having discovered the importance of offering pre-sales advice online and in store.