In today’s ultra-competitive business environment, senior leaders are looking at new ways to leverage legacy, existing, and future technologies to deliver exceptional customer experiences. Digital transformation in the form of innovative experiences are likely to become the new normal that the modern consumer will come to expect from their favorite brands. In fact, according to Adobe, Australia and New Zealand customers have the highest customer experience expectations in the world.
With that in mind, how can you be sure that your business is positioned to provide the experience that today’s customers demand?
Digital transformation comes down to using technology to change the ways in which you do business, offer services, and provide solutions to deliver an exceptional customer experience.
Microsoft defines it as “reimagining how you bring together people, data, and processes to create value for your customers and maintain a competitive advantage in a digital-first world.”
Many businesses, particularly those operating in environments that move as fast as retail, are adopting new digital processes and technologies every year. However, they lack a clear and cohesive business plan to properly implement and integrate these new digital processes and technologies and make the most out of them.
They end up with systems that don’t communicate well with one another, extended delays, and costly bottlenecks that come as a result of a lack of cross-functional planning and prioritisation. Sound familiar?
McKinsey Research has identified some critically important success factors for digital transformation. These factors call into five clear-cut categories:
In considering all of these factors, how should today’s business leaders actually approach a transformation?
Your vision should clearly state what you want the business to become, and why. It should be simple, and inspiring. Consider the following:
Assembling a cross-functional team built around senior stakeholders from across your business is key. A digital transformation is a whole-of-business exercise, which means that leaders from almost all departments need to be involved. Include one or two members who are experienced with digital technologies to support the broader team. This exciting team will be counted on to:
You need to create a detailed picture of where you are now to enable identification of what needs to change, in order to achieve your vison.
Start with the perspective of your customers. Remember, your customers are going to evaluate their experience with your brand based on usefulness, simplicity, and ease of use. Additionally, they’ll consider how much they enjoy interacting and engaging with your brand.
With that in mind, examine each business unit below to determine where your organisation currently stands:
Performance – what’s working/what’s not working?
__Technology __– what technology is currently being used and how?
Data – what data is currently being used, and how? Is it accurate?
Operational Pain Points – what processes could be improved?
Ways of Working – are there tasks that could be automated?
Capabilities – what capabilities currently exist? Do teams need to be retrained or upskilled?
Projects – what projects are currently planned or underway?
Ideas – how does your team think digital technology can help them deliver on your organisation’s vision?
Finally, it’s time to develop the plan. Here, you’ll identify all of the tasks that need to be completed throughout the course of your digital transformation strategy. These tasks generally fall into four groups which will assist you with phasing the work and building your roadmap.
Quick wins – high value, low effort tasks that deliver immediate benefits
Foundation – tasks that need to be done in order to build the foundation required to deliver the desired experience
Optimisation – existing processes and platforms that can be optimised or improved to accomplish an objective
Accelerate – tasks that need to be completed to accelerate business growth and achieve long-term objectives
Once your plan is developed, it is time to deliver. At this stage it’s important to remember transformation means trying something new, which some team members may find difficult. Building a culture of learning and consistent improvement will help empower your team to experiment and try working in new ways.
Set KPIs for each project. Measure and celebrate the wins, learn from the losses, and apply the learnings to your overall plan. Your vision shouldn’t change, but the route that you take to get there might – and that’s okay.
This is also a good time to introduce some new ‘digital’ ways of working. There are some great collaborative tools that can help you with project & resource management – Trello, Monday, Jira, Asana and communication tools like Slack.
Always be sure to maintain clear and open communication with your transformation team, your project teams, and your overall business.
Pattern works across a range of clients including some of Australia’s most recognisable retailers and brands, as well as niche players and start-ups. We have helped several clients craft and deliver digital transformation strategies.
If you would like to understand more or discuss how Pattern can help you with your Digital Transformation, contact us today.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.