All posts filed under: Shopping Experience

What’s new about Digital Leadership?

Understanding the concept of Digital Leadership is not an easy tasks. Multiple points of view, different approaches, a lot of partial answers, all contribute to a scattered scenario. If we want to really focus on digital maturity though, we need to approach this concept as the fundamental component of Culture Change. Digital Leadership is another concept, together with of Transformation, that is really “hot” in the most recent managerial literature and debate. The debate goes between the two extremes of who tries to redefine entirely the concept of Leadership applied to digital, and those that instead minimize its impact to just a new technology variable, not altering the fundamentals of traditional Leadership models. In this post I will try to reframe the topic starting from suggesting that the perspective of what is a digital leader already creates complexity in giving an answer. I will then assess three possible models of answer in the framework of Digital Transformation. What is a Digital Leader? Most traditional organizations are challenged constantly in defining what is digital, and this …

Digital Transformation in Store

As the role of the physical store gets redesigned by the impact of technology, there’s more evidence of the centrality of retail associates in delivering successful experiences and drive sales across channels. Simply plunging technology in stores has failed in accelerating this: to succeed employees in store need to be at the core of the Digital Cultural Transformation of the company. Perhaps no other industry has been impacted by changing customer demand like retail. People want to have 24/7 shopping experiences, and they want it now. However this trend did not crystallize into one channel taking dominance over the others, rather the expectation is to be consistent across all channels in the value chain. Which is why a lot of the Retail Apocalypse proponents, have found out that also traditional brick and mortar retail still has a meaning. I have already addressed how I believe the work in retail is changing. And have also more recently argued that the expectations put on Retail Associates need to be compensated adequately. What I want to focus today, …

Digital Transformation in Traditional Organizations. It all starts with Culture.

The topic of Digital Transformation is often seen as an opposition between digital natives and “the others”. But how can we transform a more traditional organisation, while preserving some of the traits that have made the success of this organisation? The answer is to look in Culture first, and in making sure we intentionally embed values and practices in the transformation journey. When approaching Digital Transformation in many organizations, issues arises to how much we need to change without impacting the more traditional operations. Partially this is also a reaction to one of the most typical objections that many do when looking at the transformation on the markets. “We cannot be Google”. A very interesting read on how a traditional company should address this transformation, comes from a MIT Research published on Sloan Business Review: Building Digital-Ready Culture in Traditional Organization. Foundational Values The research has first of all identified 4 foundational values that characterize successful Digital Transformations. What’s interesting is that these where based on assumptions cited from digital native companies, but have been …

Channels Are For Televisions, Not For Customer Experiences

The title of this post is a direct reference to a few reports from Forrester on the Omnichannel Playbook for 2018 written by Brendan Witcher. Since when I read this the first time, I thought that this provocative sentence really summarises in the best possible way one of the biggest organisational mistakes many companies are still doing: organise themselves by channels. Reality is that this truly “inside-out” perspective misses the real value driver in the new experience economy: customers. While prior economic offerings—commodities, goods, and services—are external to the buyer, experiences are inherently personal, existing only in the mind of an individual who has been engaged on an emotional, physical, intellectual, or even spiritual level. They don’t understand the different business models that companies put together. As a customer, I want to be able to buy a product in one point of sale and return it online. I want to be able to have assistance wherever there is a signage of that brand. I want to be able to exchange and be reimbursed if there …

The Future of Working in Retail

With news titles of “Retail Apocalypse” lingering around in masses, a drop of traffic in many area of retail, that is driving a constant pressure on productivity in store, one of the key question for the professionals working in HR Retail is how can we make Retail attractive for today’s talents?   The issue is even more complicated. Many agree now that the future of retail is in delivering experiences. But these don’t come easy, in an industry that for a lot of time has been used to often hire low skilled labor, focusing on basic customer service and “hoping for the best“. In a not so distant past, it was sufficient to have a decent product, and then a script for smile, greet, check the size and process the customer at the till. Sales would come.   In the omnichannel reality we live today, things have changed. A sales associate in store is asked to compete with customers that normally have already done all the product comparison at home before coming to store. She’s …