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Digital Evolution

Three perspectives on digital

Consumer businesses need to accelerate their thinking about digital across their entire business, from their consumer, colleagues and enterprise. To date their response to the disruptions and challenges posed by the emergence of digital technology has been focused on primarily the consumer channel.

The Consumer  

The Consumer – respond, serve, retain and excite customers who are connected, empowered, more informed, socially connected, time poor and faced with greater choice than ever.

Challenges 
Mobile is now the first point of contact for 50% of consumers. Digitally influenced shoppers are not only more engaged but also they spend more than store-only shoppers.

Opportunities 
Consumer businesses must engage with their hyper-connected consumers in two-way conversations. This will generate deeper and more real-time consumer insight which, in turn, drives innovation and product development and enables targeted marketing.

     
The Colleague  

The Colleague – enable, support and develop colleagues who are constantly connected, expected to do more with less, empowered to provide a personalised service and driven by incentives.

Challenges 
Colleagues need to be constantly connected to understand and meet the needs of the consumers that buy their products and services. Consumer businesses are expected to achieve more with less time and fewer resources. They are given additional responsibilities to give personalised consumer experiences but also require the right tools and training.

Opportunities 
Internal digital platforms provide quick and easy communication both with peers and along reporting lines. Consumer businesses are starting to understand that people want to live digital lives inside the workplace as well as personally. Enabling this digital workplace will create a motivated and committed workforce and help retain talent.

     
The Enterprise  

The Enterprise – structure your business to seize opportunities for growth, exploit digital platforms, redesign operating model, build new capabilities, capture and apply customer data to drive insight and personalisation.

Challenges 
Structure, lack of the incentives, or the absence of a culture conducive to a creative and agile environment can all hold back the development of digital capability. Leadership plays a key role in driving digital and inflexible IT systems, processes and other tools can prove to be significant barriers. Therefore new capabilities need to be developed to harness the power of digital technology.

Opportunities 
Consumer businesses need to develop a coherent digital strategy across the entire organisation but without creating a new function where all the digital expertise sits. Digital technology can drive growth and increase efficiency and engagement. Most businesses will require some development to the existing operating model. Data analytics is at the heart of this process, with digital tools increasing the ability to capture, analyse and visualise, not only consumer or customer data, but supplier and operational data.

 

Further information

Download the full report

Related links

Deloitte Digital

Key contacts

  • Nick Turner
    Digital – Consumer Products
    +44 (0)20 7007 3591
  • Colin Jeffrey
    Digital – Retail
    +44 (0)20 7007 0194
  • Jack Brett
    Digital – Travel, Hospitality & Leisure
    +44 (0)113 292 1846

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