The buzzword digital transformation affects the entire economy. But retailers are under particular pressure. It has to find a balance between bricks-and-mortar retail and online. One of Europe's largest shoe retailers with more than 200 stores was also facing this challenge. The interim manager was hired to successfully accelerate the transformation towards more digitalization and online.
Omnichannel strategy aligns all areas to an optimized customer experience
In the course of realigning the business model, the interim manager first examined the digital & technological developments and opportunities together with a management consultancy. Based on this, he developed an omnichannel strategy.
The focus was not just on technology. With digitalization, all areas of the company and processes were to be comprehensively aligned and designed for a high level of customer experience. The aim was to provide the organization with optimal support in the introduction of the new digital topics, to quickly make them productive, to develop them further and to ensure a transfer of know-how.
Agile start-up approach successfully accelerates transformation
In day-to-day business, the interim manager led the e-commerce, customer club and customer service areas as interim Chief Digital Officer (CDO). He was also responsible for the omnichannel strategy projects. With an agile start-up approach and consistent digital thinking, he accelerated processes and workflows. He drove forward digital omnichannel activities in design, development and implementation in all of the company's business areas.
The main challenge for the CDO was to anticipate successful developments in the company, which previously had a strong traditional focus, and to lead the company in new directions. The success factors of his work included a high level of transparency and trustworthiness. With his strategy and the use of agile methods, he succeeded in creating unique and personalized customer experiences.
Employees digitally qualified and taken along for the ride
The transfer of expertise and expansion of employees' digital skills was of crucial importance. This is because it is often overlooked that the technological revolution, i.e. digitalization, requires a profound cultural change. The interim manager brought numerous approaches to the company that had already proven themselves in other industries. This made it possible to implement the digital measures in such a way that they fit the company and take people along for the ride.
Optimizing the customer experience on the Internet and in the stores
During the course of the interim mandate, the interim manager initiated the relaunch of the website, among other things. On the one hand, the new online presence ensures that the site is mobile-friendly. On the other hand, a great deal of energy was invested in optimizing the user experience.
A virtual shelf was created in the stores, which customers can use to order items that are out of stock. These items are then conveniently delivered to their home. One milestone in the optimization of the customer experience is the ability to send items to customers directly from the store. This has further increased product availability in all channels. The interim manager and his team also set up a test at short notice to sell own brands via various online marketplaces.
In all projects, the interim manager worked closely with all internal departments - especially IT and sales. He maintained close communication on a daily basis. Parallel to the activities, the organization was further developed with the recruitment of digital know-how carriers for the e-commerce area. The interim CDO also provided support in the search and selection process for filling the interim position
