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THE SALSIFY SMARTER MERCHANDISING BLOG

The path to digital mastery [Video]

Posted by Peter Crosby on 8:15 AM on August 30, 2016

pablo_3.pngTakeaway: Digital businesses must think differently about the ways of doing business in order to deliver the experiences customers demand today. Guest Speaker Brendan Witcher, Principal Analyst at Forrester Research, shared tips on how to create a winning digital strategy at a recent Salsify customer conference.  

Creating a successful digital strategy goes beyond what channels you do business on. In order to compete, your organization must embrace the new reality of consumer behavior. Your customer is going to shop wherever and whenever they want to.

Every interaction must add value to their individual needs. Satisfying this need for personalized, convenient shopping requires a sophisticated digital strategy as well as the company infrastructure to adapt. Guest Speaker Brendan Witcher, Principal Analyst at Forrester Research, recently spoke about which strategies the most successful brands and retailers adopt to drive success and become digital masters.

Cater to the full customer journey. Purchasing your products is just one point in a customer’s journey. By understanding their needs and supplying value beyond the immediate research/buy cycle you can create a more meaningful brand experience.

Make a thoughtful a plan. Sounds obvious, but many organizations make the mistake of trying to tackle broad goals all at once. Consider your resources and the team’s workload and take on one major change at a time to be truly effective.

Prepare for iterative changes. Digital strategy is no longer sequential. The most successful teams are able to identify areas to improve and continuously adopt better practices in order to deliver better customer service and digital experiences.

 
 
 
 
 
 
 
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Access the full webinar recording to get started on transforming your organization. Guest Speaker Brendan Witcher, Principal Analyst at Forrester Research, shares how leading companies are using technology today to engage their customers and stay ahead of disruption.

 

Topics: Advertising, Internal Management, Ecommerce, Omnichannel


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