BY Fraser Tennant
More than half (56 percent) of businesses in the UK are not planning to increase investment in digital transformation, despite the coronavirus (COVID-19) pandemic accelerating the need for digitalisation, according to a survey published this week by Cheil UK.
The survey, which features the views of more than 200 senior decision makers from medium to large businesses in the UK on their plans for digital transformation post-COVID-19, reveals a general lack of continuity as to what the term ‘digital transformation’ means.
The retail sector, for example, lacks unity, according to the survey, with the majority of retail leaders disagreeing on what digital transformation means for their industry. Similarly, 33 percent of financial services sector respondents said their digital transformation plans had been “rolled back a lot” by the pandemic.
More promisingly, when asked what digital transformation means to their business, 48 percent of financial services sector leaders said optimising online performance and investing in new technology for in-store experiences, while 41 percent indicated setting up new digital propositions alongside core business.
“Challenges with budgets are apparent and valid, but we will see the ramifications of not investing in direct to consumer, digital and customer service in the coming months and years,” said David Bedford, director of digital strategy at Cheil UK. “This is not just about moving capabilities online; consumers expect to be kept safe when shopping in store and investment in digital capabilities – from virtual reality to contactless payments to increasing hygienic shopping experiences – is key to success in the future.”
Of the sectors planning to invest more in digital transformation, the top response among business leaders to improve customer experience was implementing faster delivery solutions and easier returns – a key challenge during lockdown as commerce switched to online. Other popular solutions included creating new products, improving site search, and better data collation and interrogation.
“The growing appetite for online purchases should be a wake-up call for those still asleep when it comes to ecommerce and digital capabilities,” continued Mr Bedford. “If you cannot provide the shopping experience your customer wants when they want it, they will move on.”
The survey also found that 75 percent of respondents were unimpressed with the majority of other businesses’ online customer experience.
Mr Bedford concluded: “The customer experience is key, and in a COVID-19 and post-COVID-19 world, this has to be considered and embedded as part of digital transformation to meet the needs of today’s customer.”
News: UK business leaders scale back plans to invest in digital transformation