I looked back at some old photographs with the kids the other day. We had a right laugh looking at how fashion had transformed from the early 90’s until now. Apparently, wearing a shiny lilac and neon pink Puma shell-suit (yes, SHELL-SUIT!) is embarrassing, wearing Kangol bucket hats are still cool, along with popper pants and flares. But the quality (or ‘graphics’ as my daughter said), of the photos was terrible. Well, they were taken over 20 years ago!
It did get me thinking though, the internet and mobile phones only really became accessible in my early teens and, even though it was revolutionary at the time, when you look at how technology has evolved from what it was and what it is now it’s mind-blowing. We’ve gone from only being able to speak to people on a fixed line, to now having group video calls from anywhere with an internet connection. Text services that were unreliable and delayed, to having real-time delivery and read receipts and the ability to create group chats. We can browse the internet on-the-go – gone are the days of hearing that horrific dial tone (my fellow millennials and predecessors will remember), we don’t have to sit around and wait to be connected, it’s all just there now. It’s embedded in our everyday lives.
Digital Transformation and Constant adaption
We entered a digital age that profoundly impacted not only us personally, but it completely revolutionised how businesses work; propelling them into a whole new world filled with a plethora of new opportunities. It was really the catalyst that enabled us as consumers to get what we want easier and faster. For example, it has revolutionised the retail industry - things like ApplePay and other various secure digital wallets have provided us with easier ways to checkout successfully at the click of a button on our phones. And whilst these things are amazing from a consumer perspective, a lot of the more recent changes have in fact been steered massively by the consumers behaviour.
Adapting to customer behaviour is an ongoing priority for most businesses – retailers, manufacturing businesses, leisure and hospitality, the list is endless – and making sure your business is keeping up is a challenge to say the least. You only need to look at the high street to see how consumer’s spending habits have shifted from what they were ten years ago. Flagship physical stores in city centre’s that provide more interactive experiences coupled with user-friendly, streamlined apps are now the norm, although there are other factors that contributed and sped this up. Manufacturing businesses are equally adapting to consumer behaviour by shifting to digital channels that reach customers directly and know that consumers are increasingly becoming more and more sustainably driven in their purchasing habits – they want products that have minimal impact on the environment, products are eco-friendly, locally sourced etc. Really, digital transformation has completely dictated the ecosystem of every business in how they reach, procure, and maintain their customer base and, in turn customers can seek out products that tick all their requirements.
Whilst phone calls still play a pivotal role in day-to-day business – calling and speaking to a customer or a client is nearly always favourable over an email, especially if a customer isn’t happy – the accessibility and ease of making and taking these calls is far more reliable nowadays. On the flip side, thanks to the internet customers can whip out their smart phone, google search what they want, find an alternative solution, and secure it in a matter of seconds.
Customer behaviour
The e-commerce boom has transformed customer behaviour and, as a result businesses are consistently looking to improve their digital efforts. Being able to have insight and predictions to what customers want, how often, and at what volume is just as important as the insights and predictions into what digital methods deliver the best results. And it is competitive! Customers shopping habits are continually evolving and now, more than ever, retailers are shifting their digital focus to target customers through social media platforms. ‘Social Commerce’ integration through social media platforms is allowing customers to discover and purchase products through social media apps.
Being ahead of the game is a constant battle; tailored and targeted customer experiences are what sets businesses ahead of the pack. Back in the 90’s it was all about a great window display to grab customers attention, adverts on the television, having a strong high-street presence locally…and now it’s all about providing immersive shopping experiences that are accessible through user-friendly apps as well as having those flagship stores in City centres. Being able to address customer needs and boost loyalty are two big advantages that are critical where customer behaviour is concerned, and having that framework in place to collect, analyse and use data provides meaningful insights to drive success throughout the evolution of customer behaviours.
Back to the future
From cringe-worthy photographic evidence of our past fashion choices to the horrendous dial-up tones we endured, the digital revolution has taken us on a wild ride. It's mind-blowing to see how technology has evolved, transforming the way we connect and shop. We've gone from neon shell-suits to seamless online checkout experiences. The retail industry has witnessed a seismic shift, embracing user-friendly apps and immersive shopping adventures. As we adapt to ever-changing customer behaviour, it's clear that being ahead of the game is a constant battle.
But fear not, as we ride the wave of digital innovation, we can rest assured that some things will never go out of fashion – there will always be space in my wardrobe for my bucket hat, and whilst the perks of ‘upgrading’ our calls to video, the basic phone calls will always be a staple in my wardrobe of digital transformation.
Talk to Innov8 today, about how we can get your business optimised with digital transformation.