The Tech to Pioneer Digital Transformation
20 October 2020
Author: Jasmine Waters
The battle for the best brand technology has waged on in the hands of the high-end and luxury market – but it’s now the small brands that are feeling the extra pressure to satisfy the growing rates of online consumers. When there’s masses of cookie-cutter style choices of tech to choose from, it’s easy to get overwhelmed and lost in the hype. What choices and trends can independent brands look for to strengthen their digital persona, and what mistakes should be avoided?
How should brands be using tech?
We’ve all been subjected to those automated emails pretending to be personal, when in fact they seem to have no relevance to your shopping tastes and choices. At a time when consumers expect a certain level of customer service, know-how has never been more important. The first step towards securing this is making sure that the consumer data retailers may have spent years collecting is now in line with post-pandemic behaviour. Different kinds of fashion forecasting are now emerging, with real-time market information becoming key to being able to plan ahead for an uncertain future. The need to carry the assets of physical retail into the digital sphere remains a high priority, with the highlight of experiences often being the retail workers themselves. A popular method to try and achieve an effective balance has been employing a third-party app to launch online and offline personal shopping services, culminating in one blended experience.
What are other alternatives?
Another early hitter for effective technology is automated messaging. SMS advertising will allow brands to send out personalised, texted content to those consumers who have supplied their details, tailored to notify from new arrivals, restocked inventory to shipping developments. This can also be used to regain a customer’s attention when they previously didn’t buy an item at full price – reintroduced by text with a discount. In addition to this needs to be orchestrated yet flexible distribution and bringing in the appropriate tech to manage stock levels in real-time, allow products to be sourced from multiple locations while not sitting on anything leftover means ultimate efficiency. Live shopping seems to be the final piece of the puzzle, with brands making use of streaming platforms such as Facebook to attract attention and sales. There’s now the opportunity for live shopping to embrace the need for local consumption, making specialised content for small and independent brands. Using the technology consumers are familiar with to a brand’s advantage ensures that the consumers themselves aren’t alienated while integrating the best features a brand can have in their digital toolkit.
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