The digital transformation
of brands

Digital transformation is a process that gradually integrates digital technologies into a company's activities in order to optimize its administrative, production, marketing, financial and commercial procedures, as well as its products and services.

If the concept of digital transformation is often unclear in the eyes of many company managers, the purpose is clear: to position the company so that it can meet the challenges of an increasingly globalized and digital market.

The digitalization of a company can even be a decisive step for nothing less than its own survival! Whether it's about transforming the entire business or digitizing a department, it's crucial to approach the situation from the right end. Here are some examples of digital transformation of large companies.

An ultra-famous toy company, Lego was on the verge of bankruptcy in 2003 (30% drop in sales). Fortunately, the digital transformation of their supply chains turned things around. How did Lego do it?

It all started with accurately identifying their problems and then analyzing their data, of course at the heart of the digital transformation. Through this, Lego was able to identify the real needs of consumers and target unnecessary products.

To modernize its supply chains, Lego has used various advanced digital technologies, such as robotics. For its production, Lego now uses 3D printers in part. 

This example shows us that acceptance of change is the key to realizing the need for digital transformation. Today, the changes imposed by the international measures to fight the COVID-19 pandemic are accelerating the transition to digital. If it's not too late to get started, it's high time to get involved in this project!

Another giant, the experience of the company Kodak gives us another lesson. Perfectly aware of the development of digital (Kodak is a pioneer in digital photography, remember, for example, the APS format), its downgrading in front of the competition comes from a calamitous decision to say the least. By refusing to give priority to digital in order to protect its historical activity, the sale of silver film, Kodak missed its digitalization... and was supplanted by Fuji.

This example tells us that a company should not be locked into its business model. In this case, Kodak's made digital photography unattractive. The American company has since diversified its activities and launched a cryptocurrency, Kodakcoin, but this will not erase the loss of its leadership. Digital transformation, a growth lever for the company, is therefore also knowing how to redefine its business and its customer relationship.

The digitization of traditional points of sale has enabled the fashion group Zara to offer its customers a truly improved shopping experience. But the physical terminals for collecting orders placed online, so that its customers no longer have to wait in line at the checkout, are already history.

Today, on the one hand, thanks to the tracking of stocks in real time via RFID chips, digital technology offers the Spanish retailer a much more efficient management of its products. On the other hand, via a free augmented reality application, a new shopping experience is now possible for its customers. In front of an empty store window, they can use their smartphones to see mannequins parading the latest Zara collection. Once in the store, they see young virtual ambassadors of the brand on the application screen, wearing the latest fashions. The order can then be placed instantly in the store, but digitally!

By leveraging current digital technologies, Zara is revolutionizing customer interactivity and immediate service. This example shows us that the most important thing to think about when making a digital transformation is meeting the expectations of consumers who are increasingly eager for innovative services.

We supported the digital transformation of the Moser school. The school wanted to modernize its contacts with the parents of their students through a "family space". We therefore conducted a Design Sprint workshop, bringing together employees from the administrative and technical departments of the Moser school.

This common work allowed us to quickly design the management rules and the ergonomics of the expected tool. Following this 5-day brainstorming session, we launched the development of the extranet portal that is permanently accessible to families via any digital device. Thus, they can now easily follow the evolution of their children by viewing administrative documents on the portal:

Check out the case study!

In an ultra-competitive context, where forced globalization makes the digital transformation of companies mandatory, this transition, if applicable and if applied correctly, would represent in many cases the very survival of the company! Since 2014, MobileThinking has accompanied its clients in more than 80 digital projects for companies of all sizes and in all sectors. This experience allows us to ensure each of our clients the success of their digitalization projects of various procedures and activities.