We’ve seen two years’ worth of digital transformation in two months this year.
2020’s holiday season, we’ll see an unprecedented amount of online sales. Based on how companies have positioned themselves for e-commerce, it could make or break the business.
Brands must quickly adapt to the digital world or risk falling behind.
This current e-commerce environment and rapid change made me reflect on a past project.
A few years ago, I worked with Beachbody located in the greater Los Angeles area of California.
Already a successful brand, they were expanding into the digital world more and more. They were transitioning away from DVD boxsets to all online content and product sales.
I was brought on because though revenue was coming in, behind the scenes operations had to evolve quickly to keep up.
Moving from a physical to a blend of physical and digital products meant a lot had to change. We had to re-evaluate product delivery, tech stacks, data inputs, and any processes that impacted the customer experience.
It was a 12-month long engagement, and during that time, we worked on multiple projects from basic project management to digital data operations and software implementation.
We had digital data projects that analyzed their customer’s digital footprint on their websites advising on how to create a more unified platform across all products and sales while maintaining a customer journey that converted to sales.
We set standards and processes to prevent wasteful spend on tech stacks. This ensured that dollars invested got their highest return.
We helped improve the internal operations fulfillment from end to end on their digital products and turn those into physical product sales and vice versa. Effectively doing this meant upleveling and integrating internal back office systems and creating standards, processes, and best in-class technology.
Beachbody has since made the transition to fully digital delivery and has increased its lead among competitors.
Now, many brands didn’t take this leap before and are in the midst of it.
Remember, Beachbody did all this over the course of a few years. Unfortunately, many businesses have had to make these massive shifts in a fraction of the time, which can cause parts of operations to fall behind.
So what challenges should you be aware of as a business in the midst of an e-commerce transition from an operational perspective?
Here are the significant challenges I’ve seen:
- Delivery systems for personalized customer experience. Make sure it’s consistent and seamless. From an operations perspective, you want the entire experience with a brand to be smooth and easy.
- Infrastructure is scalable. This means supply chain, technology, or staffing can grow and expand and adapt based on evolving demands.
- Consistency in data tracking. The added blend of offline and online data, especially as you develop into more online channels, can overcomplicate the insights. How to feed that data into process improvement.
- Evaluate vendors. Make sure you’re working with the right tech stacks, vendors, and contracts. You don’t want to be overpaying due to overage charges, changes in usage, or because you forgot when the contract renewed.
If you keep an eye on the opportunities above, you’ll help your company thrive this 2020 holiday season into 2021 and beyond.
If you’re a company that’s had to make an e-commerce transition this year and feel your operations are becoming overwhelmed, shoot me a message and let’s chat.