10 companies with successful digital transformation [examples]
To thrive in an era of a so-called Industrial Revolution 4.0, company executives do not have any choice, but to move from analogue to digital solutions. However, the aforementioned does not happen overnight and there are many obstacles along the process itself.
Thankfully there are some companies which – thanks to their holistic approach and a consistent plan – were able to reach maturity, showing at the same time a considerable boost in performance. Let’s look at who they are and what they achieved.
What is digital transformation?
In very general terms, digital transformation (DT) or DX is a process of incorporating the latest IT trends across all areas of business, which results in creating new business processes, culture, customer experiences, and higher cost-effectiveness.
Deloitte Digital distinguishes four primary elements of DT which apply mainly to the business context:
Transformation of business models and products,
Optimisation of organisation management processes,
Creating a digital work environment,
Customer involvement in various communication channels.
Digital technologies and overcoming current challenges
According to PwC, there are 8 primary technologies that can be perceived as game-changers in helping businesses to drive the implementation of DT:
Augmented Reality (AR),
Drones,
Internet of Things (IoT),
Robotics,
Virtual Reality (VR),
3D Printing.
The common misconception related to Digital Technology is the usage of the term within the context of modest modernisation of legacy systems – this move should be considered as a digitisation. Therefore, if we talk about true digital business transformation, it is imperative for the process to cover almost every area of the organisation. Below, you will find a selection of 10 successful companies that got it right.
What does successful digital transformation mean?
Successful digital transformation initiatives refers to the effective and impactful integration of digital technologies and capabilities into various aspects of an organisation’s operations, processes, and business models. It goes beyond simply adopting new technologies and involves leveraging digital tools to drive fundamental changes in how businesses operate, deliver value to customers, and achieve their strategic objectives. Some key characteristics and outcomes of successful digital transformation include:
Customer-centricity, meaning putting the customer at the center of business strategy and operations. It focuses on understanding customer needs, preferences, and behaviors and uses digital technologies to deliver personalised and seamless experiences across multiple touchpoints.
Process optimisation and automation, which seeks to eliminate manual, repetitive tasks and improve efficiency, accuracy, and speed through digitisation and automation.
Data-driven decision-making, which involves capturing, analysing, and interpreting data from various sources to gain insights, identify patterns, and drive strategic initiatives. Data-driven decision-making improves agility, competitiveness, and innovation.
Agility and adaptability, which promotes a culture of experimentation and learning, and fosters a mindset of continuous improvement and innovation.
Collaboration and connectivity across departments, teams, and stakeholders. It promotes cross-functional collaboration, knowledge sharing, and communication, enabling faster decision-making and problem-solving.
New business models and revenue streams, which involves exploring innovative ways to create value, leveraging digital platforms, ecosystems, and partnerships.
Competitive advantage and market leadership that help organisations differentiate themselves, improve operational efficiency, deliver innovative products and services, and stay ahead of competitors.
Navigating the complex path of digital transformation can be fraught with potential pitfalls, so be aware of potencial mistakes that companies tend to make during Digital Transformation process. Unfortunately, many businesses tend to overlook those critical aspects, which can result in costly errors and inefficiencies.
Digitally transformed companies and businesses
Numerous companies and businesses across various industries have successfully undergone digital transformation and changed the way they operate. They decided to embark on their digital transformation journey at various stages and using various methods, but all of them did it successfully and achieved the end results they were after. Let’s look at some most interesting examples below.
Example of digital transformation in automotive: Porsche
Porsche, the German automotive manufacturer, best known for its high-performance cars, has been transforming its business for a long time: digitisation ranges from R&D centres to software development projects that are aimed at gathering customers’ feedback.
The latter one is based on the new breed of the CRM system which is aimed at gathering all customer data. This data is used to adjust every customer touchpoint, making every interaction more seamless. In this instance, higher customer satisfaction translates into better sales results.
In order to drive innovation, the company set up Porsche Consulting Innovation Labs, which is a separate entity comprised of technology and software experts, i.e. scientists. Every team works hand in hand using big data, machine learning, blockchain, and IoT simply to turn them into practical solutions at the same time achieving operational agility.
Example of digital transformation in foodservice: Starbucks
Thanks to the tech-savvy CEO Kevin Johnson the company was able to leverage its business to another level, considerably growing in size. Currently, Starbucks is the third-largest restaurant chain, and solely in 2019 it added 1,900 new locations, generating 7% unit growth.
According to the company’s representatives, the corporation managed to achieve such a good result by applying Deep Brew, which is an AI-based tool. The solution is being used to choose the best locations for its new restaurants. The AI is analysing data such as population, income levels, traffic, competitor presence, etc. After gathering and processing all the information, the tool is able to create forecast revenues, profits, and other aspects of economic performance. Due to the extensive use of big data the company has been driving sales also by optimisation menu. It’s also worth noting that the company is offering the Starbucks Rewards loyalty program as a way to gather more detailed insights from its clients.
Example of digital transformation in business strategy: Unilever
The main challenge Unilever is facing during the process of digital transformation is its size. It has 2.5 billion daily customers and runs 300 production facilities, operating across 190 different countries. Yet, due to the commitment and investments in bespoke software development, so fat it has been able to achieve its main objectives.
The company decided to develop its data analytics infrastructure by collecting more data. In 2019 the company gathered 900 million individual consumer records, which was an enormous increase compared to the modest 200 million the year before.
Digital transformation is also present during the production process. Having data and predictive analytics capabilities, Unilever is able to increase the accuracy of demand estimations and plan its production. Furthermore, Unilever launched 10 new data-driven brands in 2018. Each of them can bring new products from scratch to the shelves in less than 6 months.
Example of digital transformation in real estate: Keller Williams
In 2018 Gary Keller, the co-founder and CEO of the company, announced that the firm is no longer a real estate company but becomes a technology company that specialises in real estate. This marked the turning point of its development.
The biggest change was the introduction of KW Command which replaced an old third-party CRM system. This tool is an open and highly customisable platform that allows agents to run their business more efficiently. Keller Williams of course doesn’t stop there and nowadays is collaborating with companies such as Google, DocuSign, or Nextdoor and many software development partners.
In the wake of COVID-19, the company announced that it has teamed up with Facebook to train agents on best practices associated with virtual home tours. All of which proves that digital transformation is deeply rooted in its DNA.
Example of digital transformation in shopping: IKEA
IKEA is one of the best examples showing how a traditional company can pave the way in digital transformation. It has been pushing a robust plan to offer an omnichannel shopping experience, strengthening its position with e-commerce.
Apart from changing to smaller-format shops, the Swedish company allows its consumers to use augmented reality to choose furniture before making an actual purchase. In 2017 the company also bought TaskRabbit, a platform for hiring people, helping Ikea customers to find someone to assemble furniture.
Recently, an announcement has been made that Ikea acquired Geomagical Labs, the company known for its advanced 3D and visual AI technology. The new feature of the app will allow customers to upload pictures that will be automatically rendered in 3D. As a result, prospect buyers will have a chance to swap old items out and new ones in.
Example of digital transformation in customer experience: LEGO
In 2003 LEGO was on the brink of bankruptcy, yet since that time thanks to the successful implementation of digital transformation it has been thriving. The company executives learned a lesson and finally acknowledged a new type of customer.
That is why the company invests a considerable sum of money in mobile games and mobile applications, which in turn blend the physical and digital worlds. LEGO has been experimenting with 3D printing, allowing customers to create their own products. Additionally, the company is continuously working on the block’s development, adding sensors and other sophisticated elements.
The company also presented an app powered by visual recognition which translates pictures into LEGO models. In an attempt to teach children coding, the company released the LEGO Boost app. All the aforementioned efforts aided the company in reaching the list of the 500 most valuable brands according to Brand Finance Global.
Example of digital transformation in transport: DHL
Over time, DHL managed to develop great stock management and supply chain. Almost every step is automated, making it sufficient and easy to use for all employees.
Yet, the board decided to team up with Ricoh and Ubimax, making usage of smart glasses in its warehouses. They are used for bar code reading, reducing the number of errors to minimum. Results? According to DHL, it brought a 25% efficiency increase during the picking process.
In a move to accelerate digitalisation, the company also introduced a plan dubbed Strategy 2025. According to the official statement, the company will spend around 2.2bn dollars expecting profitable long-term growth of core businesses.
Example of digital transformation in e-commerce: Nike
Digital transformation has been the center of Nike’s strategy for some time, mainly by expanding its digital marketplace. The company uses social commerce with a wide range of mobile apps to build stronger relationships with customers.
The best example of that is the SNKRS app which offers limited shoes only to those with the highest scores of interactions. Nike is also known for its widespread usage of analytics.
Due to its digital ecosystem, the corporation can collect every interaction, which in turn helps them tailor their message and products better. As a result, they were also fast to respond to the COVID-19 crisis, which can be seen as another big move towards e-commerce.
Example of digital transformation in services: McDonald’s
In 2017, McDonald’s introduced a program called Velocity Growth Programme, which is intended to transition the company from analog to fully digital. As a part of the plan, they purchased a tech start-up Dynamic Yield, being used to deliver real-time personalisation of menus in its drive-thrus.
In 2019 the franchise announced the acquisition of an AI start-up Apprente, bringing the latest development in voice recognition to its drive-thru chain. The move is expected to increase performance in taking orders with future potential to incorporate into mobile ordering.
At the same time, they set up Tech Labs in Silicon Valley, where the teams of engineers and data scientists will be working hand in hand on building technology infrastructure, expanding its digital capabilities to achieve operational agility.
Example of digital transformation in retail: Walmart
Walmart made it to the list of the most successful companies thanks to its holistic approach and commitment to digital transformation. The company has deployed autonomous robots (AMRs), which are providing real-time on-shelf inventory. Also, they do not shy away from using autonomous, self-driving floor scrubbers.
Yet, the biggest development can be seen in an attempt to open up new markets and investment in e-commerce. Thanks to its investment between 2011 and 2014, the company’s online revenue grew by 150%.
It didn’t stop there and Walmart pumped 11.7 billion dollars into technology, making it the third-largest IT spender in the world in 2018. According to eMarketer, Walmart recently surpassed eBay in the share of U.S. e-commerce sales for the first time.
Although we presented you with only 10 companies, the list does not stop here. More and more organisations find out that digitalisation is the direction they should head and that the time has come to make strategic, planned, and organisational change through the adoption and modernisation of technology.
The path to your own digital transformation
The number of reasons why digital transformation is crucial in today’s technology driven world seems endless. One thing is sure – it’s definitely worthwhile embarking on it as soon as possible to take full advantage of the benefits it offers and to stay ahead of the competition.
When thinking about creating an effective digital transformation strategy, do consider working with an external partner, experienced in helping customers at different stages. When choosing such a partner consider their experience, industries they work with, what their clients say about them, their working culture and communication type. Remember that digital transformation is a long journey so it’s worth taking time to get to know your future partner and be sure you are happy with the services they offer.
Read more: “How to work effectively with a digital transformation consultant and what art has to do with it?”
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