SECTION 5: developing your digital strategy
Ensuring Success is in the Bag (and in the Shopping Cart)
To ring up success, you don’t need to have grand plans or start with an expensive, complex digital solution (but it doesn’t hurt if you do). The important thing is to get started—and the first step is putting together a plan.
Step 1: Determine Customer Needs “Technology is most powerful when it’s solving a business need or opportunity. Sometimes it’s the business need that spawns a new technology, and sometimes it’s a technology that spawns new business opportunities. Regardless of which comes first, the environment is created by listening to customers,” said Dave Doherty, President and COO of Digikey. So, when determining your digital and mobile strategy keep the customer top of mind. What are the habits of end-user? How are they currently interacting with your brand? Are there situations in which your competitors are providing a better experience? What are the places of friction in the customer experience? “Strong analytics allow that listening to happen, even if it’s in absence of traditional direct-to-customer contact. You can’t be afraid to reinvent what you do. Holding a competitive advantage in a process or model that is not where your customers are headed is useless,” added Doherty.
WINNING AT THE CHECKOUT
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