The key to brand longevity is remaining relevant

When lockdowns led to a surge in online sales, retailers were tested like never before. Some thrived; others struggled to transition from bricks to clicks. Many discovered their operation wasn’t geared to handle such a leap in demand. Those that thrived understood the importance of being outstanding across the board.

It was no longer enough to excel in one area or a select few; every function must be up to par – from marketing and check-out to fulfilment and after-sales. That lesson is just as critical for success today, if not more so. A spike, by its very definition, will not last forever. Having experienced three years’ worth of sales in 12 months, as some retailers have, it’s unrealistic to expect that level of spending to continue. The challenge for retailers is to operate efficiently within disrupted supply chains while maintaining sales, stimulating additional demand and providing memorable customer experiences. All while managing increased costs and market consolidation.

Successful companies have customer-centricity at their core and understand how to deliver their proposition across every permutation of device, channel and location. They also recognise that their value proposition must evolve in order to remain relevant. In the face of rapidly changing consumer expectations and fading brand loyalty, a retailer that doesn’t keep reinventing itself risks becoming irrelevant. Their obsession with customer-centricity is matched by a laser-like focus on fulfilment.

• How seamless is the buying journey across our different channels?
• What payment methods do we accept?
• What’s our returns process?
• What delivery options are available?

At the same time, retailers face mounting pressure from fast-moving, agile competitors, new customer demands and the drive to become more sustainable. Unsurprisingly, rising numbers are turning to smart digital technologies to better manage and control their operation. Unsurprisingly, rising numbers are turning to smart digital technologies to better manage and control their operation.

Advances such as cloud computing, advanced analytics and big data are enabling companies and their employees to become more agile, responsive and connected. Disparate, isolated systems are being fully integrated into a single, comprehensive solution that provides a single source of truth. Employees are being given the tools to execute tasks more efficiently and deliver exemplary customer service. Opportunities can be seen earlier and acted upon more rapidly, while problems can be identified and actions taken to mitigate them before they escalate.

Digital transformation

Is seen by many as a destination to reach. This implies that once you get there, you stop. That’s like going to the gym for six weeks and expecting to stay fit and healthy for the rest of your life. I see digital transformation as a lifestyle or mindset shift, something that is worked on regularly and relentlessly. You set a goal, you implement a plan to achieve it, and in doing so, you move on to the next.

Constant evolution is non-negotiable

If you wish to remain at the forefront. You’ve got to be continuously experimenting with technology, with your value proposition, with your business model. You also need the right technology partner.

When you partner with HSO

You gain access to Microsoft’s best-in-class retail applications alongside our extensive industry experience, technology-driven business transformation capabilities and unique global delivery network.

Everything you need is to embed a growth mindset across your organisation and remain relevant in today’s rapidly changing world.