If CEO is determined to turn a retailer into a more data driven company, digital transformation becomes possible
At Tech Week 2018, Kina Demirel Beskinazi (Marketing Communications & CRM Director at big supermarkt chain Migros) will hold a future-oriented session entitled „The future of retailers as the new data and digital media companies”. In this interview, she provides some information beforehand.
Title: The future of retailers as the new data and digital media companies
Location: Digital Transformation Keynote Thatre Theatre
Time: 13.45 - 14.10, Thurs 8th Nov
Click here to register for your free ticket today!
Question: What are the characteristics of retailers as the new data and digital media companies?
Kina Demirel Beskinazi: Retailers are sitting on top of vast amounts of data for many years. However with the increasing pressure from e-commerce sites and also the digital transformation era, more retailers have started to realise the potential of this data. Raw data that we produce can help us to get closer to our consumers, solve their problems and design seamless consumer journeys. It is not only the data though. In this digital transformative era, retailers have to take concrete actions derived from insights. Insights without actions are just waste of time, effort and resources. One concrete way to take actions is to create more digital touch points in which retailers can explain themselves better to their consumers about the ways to solve their problems. This journey eventually will turn retailers into tomorrow's digital media companies. Retailers which are leading the ways are the ones that are passionate about data, not afraid to make mistakes and willing to test as many digital touch points as possible.
Question: What is necessary for this kind of transformation?
Kina Demirel Beskinazi: All kinds of transformation require the total support of upper management. If CEO is determined to turn a retailer into a more data driven company, digital transformation becomes possible. Once upper management support is established, it is crucial for the store level employees to realise the benefits of this kind of transformation. For instance, if store managers can use data about their customers more effectively, the interaction will eventually turn into more sales and profits. Therefore the first steps about using and diffusing data are very crucial. There have to be some quick wins to show to the company that data driven means more share of wallet and interest from consumers.
Question: You will give examples of companies which have increased sales through using a retailer's data and digital channels. What companies will you talk about and why did you chose these?
Kina Demirel Beskinazi: I will be giving examples from the company I am working for, Migros and also FMCG companies we have collaborated such as Whiskas, P&G and Nivea. I have chosen these companies based on the fact that these companies have used consumer insights wisely and creatively. Once they have understood how they can solve their consumers' problems, they have used a variety of digital communication channels that we have created to get closer to their consumers. In these examples, we can all see how data turned into useful insights, then into a clear stratey and actionable steps.
Question: Is your session also a forwardthinking guideline for other retailers?
Kina Demirel Beskinazi: Many people are talking about how this era is going to be the end of brick and mortar companies. I believe the otherwise. On the contrary, I strongly believe this era holds enormous opportunities for retailers. Reposition themselves as a data and media company can be one of these opportunities. In the session, I will be giving couple of examples how this can be done and once it is done, how powerful retailers are going to be.