agile management of digital technologies in the retail sector

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Research Summary:

5 Traits of Retail Digital Disruptors

Dr Dave ChaffeyPublisher: SmartInsights.com

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About Dave Chaffey Specialist Digital Marketing Consultant, trainer and author since ‘97.

Co-founder and Editor of SmartInsights.com - a marketing advice community with > 1 million unique visitors each quarter.

Expert members in over 80 countries use our planning guides, templates and online courses to Plan, Manage and Optimise

their digital marketing.

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We are pioneers!

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Dell’s Journey to a Digital Business

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The Microsoft viewpoint

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ONE. VISIONARIES

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Inspiring and setting the aspiration"We have a vision - to be the first (fashion) company that is fully digital end-to-end”

“The experience is that the customer will have total access to <our brand> across any device, anywhere ... they will get exactly the same feeling of the brand, feeling of the culture, regardless of where, when and how they were accessing”

“<Our brand> is now as much a media-content company as we are a design company”

“A brand is not just about product, it’s about experience as well, and experiences need to come from the center of a community...”

"...I get excited about using all of those platforms to communicate to all of our different communities around the world about what we’re doing.”

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Digital Category Disruption

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TWO. CUSTOMER FOCUSED OBSESSED = INSIGHT-DRIVEN IMPROVEMENTS TO EXPERIENCE

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BUT…

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THREE. CHANNEL INTEGRATORS

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The influence of digital on in-store?

Source: First Google ROPO example - GFK Vodafone Germany

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Source: 2015 report - Deloitte US retail consumers

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Source: AdWords Estimated Total Conversion

Example of media integration:Google “Local inventory” and “Store only” PLA ads including mobile in-store tracking

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FOUR. DIGITAL TRANSFORMERS

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Detail: Digital Strategy audit

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Source:Nordstrom Innovation Lab

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Surprising short-term strategic approach?

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FIVE. AGILE OPTIMISERS

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Ramping up structured tests at a UK multichannel retailer

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Source: BCG Perspectives

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Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey

Free interactive tool – review your digital capabilities http://www.smartinsights.com/howgood/

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ROUND TABLE DISCUSSION

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Round table discussion An opportunity to share your experiences of

techniques for managing digital disruption from our 5 themes or the challenges:

ONE. SETTING THE VISION TWO. CUSTOMER INSIGHT AND FOCUS THREE. INTEGRATING CHANNELS and TECH FOUR. MANAGING DIGITAL TRANSFORMATION FIVE. AGILE TECHQNUES AND OPTIMISATION

30 minutes discussion plus feedback from each table. Chatham House rules apply

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ONE. SETTING THE VISION TWO. CUSTOMER INSIGHT AND FOCUSTHREE. INTEGRATING CHANNELS and TECHFOUR. MANAGING DIGITAL TRANSFORMATIONFIVE. AGILE TECHQNUES AND OPTIMISATION