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How to transform your business capabilities for a digital world

In a virtual event ‘Experience Makers Live’, the Adobe team discusses how some organisations are still unable to meet their customer needs because they operate through traditional legacy channels and why industries outside of retail too need to opt for e-commerce

(L) Scott Rigby and Sam Elliott (R)

In the Covid world, leaders are coping with economic repercussions, and an uncertain future. Sending communication across channels at both customers and employees is key to navigating the turmoil but can be difficult to execute since digital is still new for many.

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In an e-discussion, Scott Rigby, Principal Product Manager and Head of Digital Transformation for Enterprise Solutions, APAC, Sam Elliott, Adobe Commerce Architect and Priya Badri, Professional Services Sales, Adobe India, examined how to transform business with commerce for a digital landscape.

Rigby started the debate by agreeing on how in the current pandemic, most organisations have gone through rapid and huge changes in the recent months. And also, more and more industries, not just retail, having to think about the application of commerce to their business.

As customer expectation has shifted to new channels in the past few months, he pointed out that there are some gaps for a lot of organisations and their ability to be able to meet their customer needs because they are still operating through traditional legacy channels.

Elliott said he has been witnessing a strong direct-to-consumer approach as well from the organisations.

“We got manufacturers and FMCGs that already had B2B requirement but now wish to go directly to customers, providing direct access not only from a product information point of view,” he said.

Explaining the three top considerations while embarking on the journey of building a minimum viable product around commerce, he said, “Organisations first need to understand their business requirements, objective and with new transformation what they are going to be implementing. Secondly, what is their technology point of view? While understanding the whole technology architecture around the website, they need to start building out an architecture of what the overall solution needs to look like. And there will always be limitations but one needs to be aware of it. Third, understand your customers’ expectations. If you don't know enough about your customer, if you don't have profiles of your customers, you need to get out there and start talking to them. Customer expectations are changing every day and they're expecting a richer experience.”

Apart from this, it is often pointed out and debated how the organisation and person in charge has to have a right skill set to get changes related to digital transformation implemented. 

Elliott, while explaining those skills, said that one obviously is going to need a marketing person and someone who is a developer, but it depends on whether one wants to manage things in-house or not.

He said, “With these modern tools, you don't need to be a developer to just manage content. But you do need to be able to write content, you need to think about where those customers are, need to be able to reach new customers. So having that content and marketing arm is always going to be critical. But I think the one thing that most organisations are missing is almost like a retail mind set.”

At the end, Badri shared the case study of one of her clients and said that one needs to have a long-term vision, a short-term plan, know their customers and then finally opt for the right technology to have a faster reach to the market.

In a nutshell, the panellists talked about the key areas that one needs to think about when it comes to e-commerce, both from a technology perspective and a skills perspective.

Speed is really the most powerful attribute of any modern organisation. And commerce provides that capability to be able to get that speed. So as the tide turns and organisations come out of the lockdown, those that have invested in their business to be future-ready are going to accelerate.

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