Digital Transformation: 3 Mistakes Not to Make

In this article, we explain why brand survival depends on digital transformation and what mistakes should be avoided.

Matias Luis Carrillat

10.05.22 Business 3 min


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# Consistency # ConsumerBehavior # ContinuousImprovement # Customers # DigitalTransformation # Frictions # Personalization # ShoppingExperience # Speed # Usefulness

The more than two years of the pandemic have taught us two irrefutable lessons: The survival of a brand is directly associated with digital transformation and that the consumer is the protagonist of the new scenario. To retain them, it’s no longer enough to offer a good product or service, but it is necessary to provide an excellent shopping experience. In this article, you will learn about the 3 common mistakes we can make during digital transformation. We present them to you so that you can keep them in mind and avoid them once you identify them.

1. Not responding quickly to changes in customer needs and behaviors

In Latin America, 37% of online shoppers last year made their first purchase during the pandemic and 86% of them plan to continue doing so. Leading companies have already managed to adapt to this change in behavior, but some still cannot rearrange their business in the face of this change

2. Not understanding the consumer journey

Many companies interview consumers to know their preferences, but what they really need to understand is the behavior that hides behind their actions.

3. Not eliminating frictions from the root

Brands must understand the journey completely. That is, from when the consumer begins to research until they effectively make the purchase. In that journey, it is very important that each friction point is eliminated.

In addition to quickly identifying what not to do or what is urgent to change, we share 4 decisions that a leader must make to ensure the permanence of customers by offering an optimal experience.

  1. Ensure that the process is fast.
  2. Offer a personalized experience ;. Each customer is unique and, as a brand, we have to show them that their individuality is valued and that we work for them.
  3. Be useful  . Add value to the shopping experience. For example, recommend other products that match the consumer’s preferences.
  4. Be consistent   . The same consumer is likely to buy in the app, in the store, on mobile, on desktop. The interaction with the brand must be consistent across all channels, regardless of the platform the user chooses to interact with.

Beyond detailing what not to do and what to do, there is something we want to make clear: It is a process. It is impossible to improve the user experience overnight or make the necessary changes now and not make modifications in the future. The goal is to improve the shopping journey every day to provide a better experience each day. The secret is always to maintain a critical eye to be able to identify possible opportunities for improvement.

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