Credit by Econsultancy
Volkswagen is in the midst of intense digital transformation plans, having invested €3.5 billion into a digitalisation initiative to be completed by 2025. Indeed, from 2020 onwards, it aims to connect five million new Volkswagen brand vehicles per year to the Internet of Things.
It also hopes that a new set of mobility solutions will become integral to consumers, such as a service that enables car owners to have packages delivered to their car, and a parking app that offers real-time personalised recommendations based on location.
The fact that four-fifths of Domino’s sales come from digital channels is no surprise. The fast food chain has strived to make its user experience as fun and frictionless as possible, allowing customers to order from whatever channel they choose.
Dom the Pizza bot, for example, allows customers to order on Facebook Messenger, while its Amazon Echo skill means they can do so with voice.
This investment in digital tech, combined with its endless creative marketing and social campaigns has contributed to Domino’s digital domination over the likes of Pizza Hut and Papa John.
Nike’s revenue grew to $9.37 billion in 2018, rising 12.8% year-on-year. Its digital strategy has undoubtedly been a contributing factor to this increase in profits, with its impressive brand campaigns ramping up consumer awareness across social media.
Nike is adept at targeting its customers in the social channels they use the most, one example being the recent unveiling of a shoe collection on the streaming platform, Twitch.
What makes Nike truly impressive is its global presence, with the brand executing successful digital campaigns across markets.
From the world’s first LED running track in Manila (allowing you to ‘race yourself’) to the new flagship Nike store in New York – Nike uses digital technology to enhance experiential marketing and retail. Its ecommerce website is great, too.
4) The Guardian
The Guardian springs to mind for its innovation and excellence in publishing. In 2018, it announced the news that its parent company now earns more money from its digital operations than from its print newspapers (for the first time in its history). This has been aided by increased support from readers making online contributions, which allows the publication to avoid using a paywall.
In 2018, the Guardian also released a newly designed website, part of wider plans that also include creating a new data and insight team to support editorial and commercial innovation.
Meanwhile, the Guardian continues to improve the UX of its silky app, test new features in beta (such as interactive content), as well as present unique and informed online journalism.
IKEA’s digital strategy is rooted in providing innovative and highly valuable experiences for both online and offline customers.
In 2017, it launched the IKEA Place app, an augmented reality tool that allows users to visualise how furniture will look in their own home.
Other technology-driven campaigns (such as its virtual reality experiment) and its recent sustainability-focused content series has contributed to its status as a digitally-innovative brand.
LEGO is a universally loved brand and it makes it on to the list because of its use of social media to create communities around the product.
Obviously, The LEGO Movie did nothing to harm awareness of the toy, but the breadth of ideas for competitions and community involvement on social media ensures the big LEGO fans are kept engaged.
LEGO has also launched other initiatives such as LEGO Boost – an app that teaches children to code – as well as LEGO Life to encourage social networking and brand advocacy. You can read more about its effective social strategy here.
An easy and obvious choice? Maybe.
Still, Starbucks’ digital strategy remains at the forefront of its growth. Key to this is its mobile loyalty app, which offers users seamless payment options and a personalised UX. In order to increase sign ups to the app, Starbucks has recently introduced new methods of capturing customer data, asking store WiFi users to enter names along with email addresses and zip codes to access it.
We’ve also praised the coffee shop for its social media strategies, such as its ‘Leaf Rakers Society’ Facebook community , and its integration of user-generated content on Instagram.
A lot of Walmart’s success can be put down it is online presence, with the brand’s strong digital footprint allowing it to keep up with the likes of Amazon. Indeed, Walmart’s ecommerce sales were up 43% during 2018’s holiday season.
As well as greater investment in new product lines, Walmart has also ramped up data analysis, turning insight from transactional, mobile, and online data into valuable and relevant experiences for customers. One example of this is its mobile app, which allows users to check prices and stock availability, as well as locate items in-store.
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