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Seven Trends in Value Experience Creation
Marc Cortés, General Manager at RocaSalvatella, starts his presentation with a clear message on how to approach digital transformation in companies: "Technological pyrotechnics is not the answer". A technology application is really valuable when it is not visible. The focus is not on technology, but on the user. Taking this idea as his starting point, Marc Cortés presents the seven new major challenges of digitisation of this year.
The Seven Major Challenges of Digitisation in 2018
Marc Cortés warns that we will gradually stop using devices as an element of interaction and will use our body to interact with brands. We will stop using our mobiles to check in for a flight and will do it through facial recognition.
Another of the trends he mentions in this talk is the use of prices in order to segment and attract customers not only in the online environment. Price has become a competitive variable again through dynamic prices that can vary depending on the expiry date of a product or its position on Amazon.
The ones who have most opportunities in the digital age are those who have a space for interaction with customers, a point of sale where the technology can be applied. "If anything makes sense regarding the digital world, it's physical interaction", says Marc Cortés. Amazon GOis the proof that Amazon itself needs this physical space to generate interaction with the user.
The continuous feeling of being overwhelmed, saturated by data is becoming more and more frequent. The consumer does not want so much information anymore. They want to access a smaller but more actionable amount. Data that help them take decisions at that precise moment. Platforms will increasingly filter content based on consumer behaviour.
Another key trend, according to the expert, is optimising delivery, by going for convenience and innovation. “In the future”, he says, "we will see everything, from autonomous self-driving cars to intelligent doors”. In addition, more companies like McDonald’s, Zara or The Body Shop will rely on Glovo's services for the last mile.
Last year the omnichannel model was in the spotlight. Today, according to Marc Cortés, the customer's benefit is not based on omnichannelity, but on eliminating friction so that the whole process is as easy as possible. Thus there will be no reason to approach a competitor.
In supermarkets, this friction happens at the cash desk: whenever you go, there is always a queue. Systems with prepaid cards or facial recognition will eliminate those frictions.
Another of the changes currently taking place in digitisation, according to Marc Cortés, is the transition from product to service. The decision to purchase is more and more linked to the service associated with the product rather than the actual product itself. The value lies in the associated service, for example, in cases of subscription to content such as Netflix or subscription to a product such as MyWineBox.
Before concluding, Marc Cortés stresses that all these trends in digitisation paradoxically do not focus on technology itself, but put the user at the centre. Although technology is essential for Digital Transformation, the answer does not lie solely in technology.
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