The digital transformation of your company is not an easy task. All services are impacted. How do you make sure everything goes well, smoothly and without a hitch? We offer you 8 tips that will allow you to better pass the course of digital transformation and omnichannel of your business.
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Involve all stakeholders in your business
Digital transformation must be the concern of all the departments of your company! Involve each of the actors: from the project manager to the intern. Indeed, everyone must be fully aware that they have their role to play in the digital transformation of the company. All actors must understand that their tasks are now digitally related. Also remember that it is up to the business owner or leader/manager to lead by example. Instill a good dynamic in all of your teams. Explain the advantages of this change and above all, support this change (with meetings, documents, examples of other successful companies, examples of competitors who have passed you by, etc.)
The involvement of all actors can also go through training. Consider setting up training at several levels in order to offer your teams the opportunity to familiarize themselves with digital (some will be more or less comfortable with this digital and omnichannel transformation).
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Allocate a percentage of your turnover to the transformation of your business
When you decide to embark on digital transformation, it is necessary to allocate a certain budget. There is not really a precise rule regarding the minimum amount to dedicate. Very often, each company will choose to allocate a percentage of its turnover to get started. This budget is important because it makes it possible to release human and financial resources to create a digital center, set up and equip the necessary digital tools (CRM, cloud, e-commerce site, blog,…) or even define e-commerce or social media strategies (which often take a lot of time).
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Visualize your long-term strategy
Like any strategy, your digital strategy must be understood in the long term. Although you may see some short-term results, it is in the longer term that you will be able to appreciate all the benefits of transforming your business. In this sense, take digital as a direction that you are taking and which will be sustainable. Keep short-term goals in mind while fitting them into a larger vision.
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Understand digital as an essential competitive element
The investment you make in digital must be made in order to become a real asset compared to your competitors. By betting on new digital channels, you are taking the right turn at the right time. Integrate these new channels into your company's commercial policy. They should allow you to reach more customers and remind them more regularly. Use, for example, a synergy between your e-commerce site, your physical store and your mobile application while communicating via emailings, social networks, SMS, etc. The more you can create a seamless experience between channels, the more value and a pleasant experience you will provide to customers.
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Define your operational plan
Your operational plan is very important. It must propose attainable quantitative and qualitative objectives. In this operational plan, you must also explain the actions that will be implemented in order to achieve the expected results. It is also essential to put in place all the elements to analyze performance. Which indicators are important? How to find them easily and compare them with different periods? It is partly in this stage that your
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Start with your content strategy
Your content strategy is where it all starts. Indeed, content is really what will kick-start your online success. Why that ? Well it's simple, the content allows you to gain visibility on the web and allows you to gain notoriety. Posting content frequently also helps your SEO ! That's why the first step in your digital transformation is to create relevant content.
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Make data matter
Customer data is very important because it allows you to better target offers and thus improve your performance. The digital transformation of your business must be based on customer knowledge, which is an essential asset for the development of your business today. The challenge then lies in knowing how to collect and then precisely use the data in order to derive value and lessons for your communication strategy.
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Always think “omni-channel”
Your customers are already cross-channel. They are used to going to the store with their smartphone to compare your prices with those on the web. Many of them search for information online and come to the store to buy (or vice versa). If you have made the decision to go digital, it is because you have realized the evolution of consumer behavior. This is already a very good point! It is up to you to always keep these elements in mind. Work on the synergies between your different channels. The more consumer touchpoints you have, the more likely you are to increase the number of their orders.
The digital transformation of your company requires technical, financial and human efforts. It's time to move on if you don't want the competition to eat away at market places!
