High Street Brands’ Digital Success Secrets Revealed!
Some of the UK’s biggest brands have had huge online success through the use of a digital transformation programme. ASDA, Centre Parcs, Oxfam and Amnesty International among other household names have all been turned into online powerhouses thanks to such programmes. However, is it just as easy for smaller start-up businesses to implement as high street giants?
‘DIY Digital Transformation’ is all about encouraging a company ethos of customer empathy that explores customer journeys to the point of purchase, anticipating customer needs all the way.
Managing director and co-founder of Code Computerlove, Louis Georgiou, 41, said: “It’s important to adopt a more connected approach to the work place, bringing together all departments including marketing, customer service and IT to share knowledge, insights and practices.
“It’s a model that brings about radical and cultural shift within organisations without tremendous upheaval and change to operations and structure. Any size of business can benefit from doing it but it requires a change in mindset for all involved.
“Our entire philosophy in the agency is about helping big brands capture advantages experienced by start-ups such as flexibility and helping start-ups capture advantages experienced by big brands such as loyalty.
“DIY Digital Transformation will help both ends of the business spectrum do just that.”
Louis added: “All departments own customer information but they rarely share it. But together they can develop a better understanding of customers. It’s worked wonders for a number of big businesses we help. Brands like Brother, HMV, the Woodland Trust and Chester Zoo have experienced huge advances as a result of this philosophy.
“Businesses must put the customer at the forefront of their mind, rather than assuming they need to impress them with a new grand digital offering. That means transformation is driven from the front line where the customer meets the business, so insight moves in a bottom to top direction instead of digital being delivered through top-down instruction.
“It naturally adds transparency to any business too, which is something every customer appreciates.
“Our philosophy also expounds benefits of repeating what works, rigorous testing, embracing failures – of which it warns there can be many – and leveraging technologies that allow staff to communicate in a fluid cross-departmental manner.” he explained.