Digital Marketing Magazine, UK: Cognizant’s Vice President and Head of Retail, Consumer Goods, Travel and Hospitality in the UK and Ireland Writes About Making Digital Customer Experience a Success

“With digital transformation continuing its rapid acceleration across almost every area of business, the need to anticipate customer expectations and get these experiences right is paramount,” says Ron Curry. “In this environment, innovation is key to generating competitive advantage, and fashion is one area which has emerged as a standard-bearer for how consumer brands can use digital techniques to engage and excite customers.” Excerpts:

“Having customers who are engaged and loyal is the Holy Grail. By coupling the latest fashions with innovative, exciting digital experiences, fashion brands have a new way to achieve this goal—and their tactics can provide inspiration for other consumer brands.

There are numerous examples of fashion companies using advanced digital customer experiences—much more than just using Facebook or Twitter—to great effect.

At the latest Fashion Week events in New York, London, Milan and Paris, high-end fashion houses including Valentino and Stella McCartney used Snapchat to give their fans and followers exclusive behind-the-scenes access, offering early glimpses at new designs and giving a flavour of life on the catwalk.

Many organizations, not just in the fashion industry but also in the broader retail sector, have not yet fully explored the potential of innovative digital experiences and the customer insight they can provide.

They are missing out on the huge opportunities presented by Code Halos—the digital data that surrounds almost everything their customers do. This data, everything from an individual’s Facebook ‘likes’ and social media posts to the way they browse your website, can provide customer insight unlike anything that has come before and which retailers can use to tailor their products and service to increase customer loyalty and differentiate the experience.

Companies that have yet to make strides in the digital world must learn from innovative fashion brands and work to expand, personalize and tailor the digital experiences they provide.

For many, there is still a long way to go, but the inability to address how best to collect, analyze and distil meaning from digital data will have ramifications for the future success of their business.”

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