What are the top challenges of digital marketing transformation?
Retailers and brands have been talking about digital transformation for some time as they look to build their businesses as digital-first entities in order to deliver for the new customer demand.
As the world shifted online during the pandemic, those that weren’t already digitally-enabled had to quickly transform themselves to be so. But for some that meant hurried, sticking plasters. It wasn’t transformation – it was a quick, easy fix. And so for those, the true investment in the right systems, people and tools to enable digital transformation may only just be beginning.
Digital transformation is a huge challenge for brands and retailers since it involves change in so many elements of their operations and complete shifts in thinking. It requires the investment of both time and money – as well as getting staff engaged in the transformation too. If they are resistant – such as store staff not promoting online ordering instore – it simply won’t work.
Digital transformation requires technology change, which can be scary – especially for retailers still struggling with legacy systems that aren’t as streamlined.