Today we live in an environment immersed in a constant transformation, the way we relate, communicate and buy has changed.
Brands and businesses around the world have had to adapt their business models to new consumer habits in which technology has been the main protagonist.
Until not so long ago, companies assumed that the key to success was to have the best product at the best price. However, we have reached a point of extreme competition in which consumers have a multitude of options and the key is to improve and enhance the customer experience.
But how can we adapt to new market trends and increase our positioning in the industry?
Companies of all sizes have seen digitalisation as an indisputable ally to improve their brand positioning and place the customer at the centre of their marketing strategies.
In this article we explore how digitalisation can help a company to improve its brand building.
What does it consist of and what are the benefits it provides to companies that apply it? Read on!
Personalisation and digitisation are essential to create differentiated experiences of a brand’s products.
What is the digital transformation of companies?
Digital transformation is the integration of digital technology into all areas of a business, completely altering the way brands operate and deliver value to customers.
It is also a cultural shift that requires organisations to continually challenge the status quo, experiment and become comfortable with failure.
Through digital transformation, companies are stepping back and overhauling everything they do, from internal systems to customer interactions, both in physical shops and in the online world.
The adoption of new technologies by retailers directly influences the way we consume and interact at the point of sale. For this reason, traditional retailers must adapt to this Smart Revolution.
The transformation encompasses all aspects of an organisation, from internal operations to the way the brand interacts with its customers, and its implementation has been proven to be directly proportional to the reach, positioning and profitability of the business.
The changes brought about by the digitalisation of brands are reflected in different aspects and ways of working:
- How managers lead the company
- The way employees do their jobs
- The reputation of the company
- The relationship with its customers and how it communicates with the rest of the world.
Benefits of digital transformation for businesses
By taking advantage of workflow automation and advanced processing, data analytics, artificial intelligence (AI) and machine learning, businesses can understand and connect the dots in the customer journey in a way that was not possible before.
In that sense, we review some of the most notable benefits that digital transformation brings to brands.
- Stronger resource management
- Increased efficiency in all processes
- Increased data analytics capabilities
- Better business decisions (business intelligence)
- Improved customer experience
- Increased agility and productivity
- Cost savings and revenue growth (Increased profitability)
- Improved working conditions
- Better brand positioning
- Increased return on investment and customer loyalty
This new reality forces us to look to agile, intelligent, and scalable data management and customised solutions to meet these new needs.
How do we achieve this? By relying on the use of Big Data, AI and personalised content management.
Personalization will be the main driver of success
Ladorian is committed to personalisation as a key element for brands that aspire to be at the forefront of their sector.
In the case of retailers, the new digital paradigm has created new challenges of personalised communication with the aim of enhancing the shopping experience and subsequent loyalty of users at the point of sale.
Therefore, our commitment is based on the processing of data obtained at the point of sale, and through the use of powerful algorithms based on AI, we are able to analyse and predict the behaviour of consumers in physical spaces in order to design personalised communication strategies in real time.
In short, digital systems offer a new era in which consumers are constantly looking for personalized products and services. Artificial Intelligence, through recommendation engines, offers real solutions to help brands cross-reference their product and service propositions with their customers’ expectations.
Would you like to discover how to leverage data from the offline world to optimize decision making in your business?