“The key to success is constant work, service vocation, and deep knowledge of the technological environments in which we operate”. Check out the interview that the Camara de Comercio de Brasil-Espanha did with Emilio Osete, Digiu Digital Group’s CEO Link to the original content: https://ccbe.es/entrevista-digiu-digital/ We interviewed Emilio Osete, CEO of Digiu Digital Group and one of our new partners. Digiu Digital is a consulting firm with more than 20 years of experience, specializing in digital models focused on customer and commerce, where it has implemented more than 500 projects. It is integrated by a team of experts with international profiles and the capacity to address complex multi-technology projects in the areas of Digital Commerce, Customer Experience (Sales, Marketing, Customer Service, and Data Management), Digital Transformation, Customer Strategy, Digital Products, and Digital Software Development. Based in Spain, Brazil, and Germany, Digiu Digital is one of the largest SAP Customer Experience solutions specialists in Southern Europe and one of the leaders in Spryker, Mirakl, and Salesforce implementations. Once we have been able to know a little bit about their business, let’s get into the subject. Digiu Digital is a company designed to help companies to go digital by making it easy for their customers. How and when was the company born? Digiu Digital is a technology consultancy founded in 2019 to accelerate the digitization of large companies, and was born as a result of the absorption of FH by NTT; a circumstance that was taken advantage of by the directors of FH -Emilio Osete and Willy Möller- to create their brand. On the other hand, the growth achieved during these years has been so strong that Digiu Digital currently leads a group of companies with different business approaches. Meisters is a company based in Brazil that provides talent and resources in digital development; Medikus is the brand focused on the healthcare sector, which aims to accelerate the digital transformation of organizations in the healthcare ecosystem; and Digiu is the brand specialized in Customer Experience and Digital Commerce that leads the most important projects of the group. Digiu is a company that operates in more than 25 countries, with more than 500 innovative projects. What is the key to your company’s success? The key to success is constant work, the vocation of service, and a deep knowledge of the technological environments in which we operate, which has led us to be behind many important projects of large consulting firms, being responsible for the development and implementation of many innovative initiatives in countries on four continents. At this moment, Digiu is a company with its entity and recognition in the market thanks to the trust placed in us by our partners, collaborators (SAP, Salesforce, Mirakl, and Spryker), and clients, among which I would like to highlight relevant companies such as Votorantim, Logista, Gonvarri, Areas, Ballesol, Girbau, Mercedes-Benz, Actiu, Abacus or Freixenet. Finally, being a strategic partner that wins projects, rather than a supplier that wins contracts, helps us to establish lasting relationships with our clients, which is a differential. What are the company’s key differentiators, and what aspects of your services would you highlight? The main key differential is the specialization, the level of expertise of our professionals, and their ability to work in complex multi-technology environments, which allows us to have in the same team all the necessary skills to undertake projects from start to finish; from their strategic conception to their implementation. This is something that does not happen in other consulting firms, with very “atomized” teams in different areas, markets, or locations, and perhaps more numerous but not as specialized. On the other hand, being a company specializing in eCommerce and Customer Experience has led us to lead a niche of solutions that every day has more demand due to the rise of digital commerce and the importance of “customer experience”, which requires high doses of hyper-personalization. Thus, Digiu Digital is currently the leader in Southern Europe in SAP Customer Experience solutions and the first partner in Iberia of the company that has just been ranked by Gartner as a world leader in Composable Commerce (Spryker). Given the current situation, we are experiencing worldwide, with a possible global recession looming, how has Digiu adapted to avoid suffering the consequences of the situation we are experiencing worldwide? Digiu has been working remotely since its foundation, managing global projects and international teams with Agile tools, which allows us to manage our projects and clients with a level of excellence and efficiency not found in other consulting firms. On the other hand, the market in which we operate is in full growth and expansion, as we help companies to digitize to be more efficient, and this activity has no prospects of decreasing. On the contrary, it is a question of continuing to acquire knowledge to be at the forefront of the demands of the large corporations with which we hope to continue collaborating. In addition to providing digital solutions, what other areas do you work in? We work in all areas of customer transformation and digital business models, i.e.: Digital Commerce, Digital Process Transformation, Customer Strategy, Sales/CRM, Marketing; Customer Service, Data Management, and Digital Products and Development. Around these solutions, we provide other services such as system maintenance and complex integrations. To this, we must add that we are a company very focused on product development, as our DNA is in the constant creation of solutions for the digital ecosystem. How can Digiu help European companies and, in particular, Spanish companies wishing to set up in Brazil? Digiu Digital, through Meisters (our operation in Brazil), can help large Spanish corporations to launch or expand their digital commerce projects in Latam, using Brazil and our large team of consultants as a base of operations. In Brazil, the portfolio of services is similar to Spain, although we could add our expertise in Brazilian taxation. Finally, providing all types of technology profiles in the Brazilian market facilitates collaboration by having different working models that can
Imagine you see an ad in your social network feed and you like the product. To buy it, you are redirected to another website where you must add the product to your cart and complete several other steps until you can finally purchase the product. The goal of Social Retail Marketing is to accelerate this journey. The New Frontier of Online Shopping E-commerce has evolved so much in recent years that there seems to be no way to make online shopping even more convenient and faster for customers. However, innovative practices are emerging all the time (and that always brings challenges for businesses). This is the case of Social Retail Marketing, which is the practice of using social networks to interact with customers and sell on digital channels faster. The term was created by Augie Fabela, author of the book The Impatience Economy: How Social Retail Marketing™ Changes Everything. According to him, consumers are increasingly impatient, they want faster solutions and they no longer want to search for a product, they want it to be found. In his book, Fabela also states that the era of social media-mediated commerce still has a long way to go, although it seems we are already there. Using Social Networks to Accelerate Sales and Improve the Shopping Experience Social Retail Marketing is about taking advantage of the relevance of social networks to leverage sales, generating trust and loyalty, which translates into even more purchases. The goal of SRM is that the consumer does not stop what he/she is doing to buy the item that caught his/her attention, but can buy it right there with the least amount of actions possible. SRM can be combined with technologies such as virtual and augmented reality to make the shopping experience even more delightful and quicker, which is increasingly important as the digital world is super volatile and has numerous distractions that can cause the customer to walk away from the purchase. With as many innovations as this coming to the retail market, it’s clear that we are only at the beginning of this new era. How is your business preparing to meet these new demands? If you have not yet started your digital transformation journey, your business may lose relevance in the coming years. You can count on Digiu Digital to help you make a real business transformation and adapt to all these market changes.
Do you find it amazing or frightening to know that it is not possible to determine whether this is true or not? In recent years there have been remarkable advancements in technology. We are on the cusp of a new era, with artificial intelligence, virtual reality, metaverse, big data, and other cutting-edge technologies beginning to transform the way we live. They are also having a major impact on businesses, accelerating change in every industry. Even though it seems to be hard and costly at first, businesses that invest in them are seeing significantly greater returns than those that don’t. This transformation can have many benefits for the companies, for example by reducing the time spent on operational activities. Artificial intelligence can be used to automate routine processes and tasks and reduce human error, while virtual and augmented reality can create immersive experiences. The metaverse, for instance, is a new frontier for businesses. This burgeoning virtual world is full of new opportunities for companies to engage with their customers and employees. As the consumers are embracing these new technologies and becoming increasingly immersed in brand experiences across devices, the commerce market is being especially impacted. These technological advancements are creating a revolution in commerce that will forever change the way we shop from both online and offline channels. The lines of distinction between online and offline are blurring in the digital world. The merger of physical and digital experiences, known as “phygital”, reduces the friction between real-world shopping experiences and e-commerce. New virtual and augmented experiences are being designed to meet customer needs in the most effective way. Moreover, this new world of Phygital Commerce also exposes consumers to more brands, products, and services than ever before. The abundance of digital devices, apps, and social media has created an ecosystem that continues to innovate at a rapid pace. As a result, customers have more choices than ever before when it comes to where they spend their money, and competing for their attention can be an increasingly complex challenge. Therefore, the personalization of the customer experience has stood out as a major differential. According to research by McKinsey & Company, 71% of consumers expect businesses to deliver personalized interactions. And 76% are frustrated when it doesn’t happen. But delivering a customer experience that delights and engages consumers requires technology, data, and resources to design, deliver and monitor. Digiu Digital Group can provide your company with the right technologies and tools for this. For more than 16 years our experts have been helping businesses to automate and modernize their processes, and to build their strategic capabilities focused on customer experience. If you need to develop a solution that requires forward-thinking, agile teams and a partner with real expertise, then give us a call! What does the future hold for these new technologies? What innovations will we see in the years to come? Only time will tell, but one thing is for sure: the world is changing, and technology is leading the way. Did you like this article? Like, comment, and share with your friends 😉
Imagine walking into a store completely designed and customized for you, with detailed lighting and visual aesthetics complementing each piece of clothing you try on. Or being able to test how a new piece of furniture would look in your home before buying it. And the best thing is that there would be no shipping costs or delivery time, you could do everything from the comfort of your home – everything would be virtual. The metaverse, a highly immersive virtual world that seemed a futuristic utopia, has left the pages of science fiction books and become a reality with a predicted $800 billion market opportunity by 2024, according to Bloomberg Intelligence. While the internet is generally seen as a place to buy items or consume information, the Metaverse is all about experiences, taking part in activities such as games, social interaction, learning, training, and exploring virtual spaces. It is still in the early stages but we are beginning to see glimpses of the future and how it will look and feel to shop on web 3.0. Its emergence, along with artificial intelligence, social commerce, augmented reality (AR) and virtual reality (VR), cryptocurrency, and Non-Fungible Tokens (NFTs), is already impacting brand strategies. For instance, several companies have launched AR and VR applications to help buyers test and shop their products, providing “phygital” experiences. This has led to some great results for brands like the e-commerce company eBay, which created an entire department store through Virtual Reality, where users can wear the glasses and visit the environment, customizing the products to meet their interests. Some major companies have already begun capitalizing on Metaverse through advertised placements such as virtual billboards but also developing experiences. Coca-Cola, for example, launched the Coca-Cola Zero Sugar Byte. The product already existed in the virtual universe and the company decided to bring it also to the physical world in a limited edition. The cans offered Augmented Reality (AR) and gaming experiences. Luxury brands are also taking advantage of this new trend and seem to have been the pioneers of marketing actions in the metaverse, especially for games. Balenciaga developed four virtual outfits that could wear avatars in the online game Fortnite. However, the company was not restricted to the virtual. The brand took the opportunity to launch a physical collection based on the game that included pieces such as hoodies and hats. To enter the metaverse, in 2021 Nike announced the purchase of RTFKT, a company that manufactures digital sneakers using NFT (non-fungible tokens), blockchain authentication, and augmented reality. The goal was to be able to connect its physical sneakers to the digital versions. In addition, Nike has also launched its virtual world on the online video game platform Roblox, Nikeland. Ralph Lauren has also created a digital environment within the Roblox platform. Named Winter Scape, the experience area features ice skating and allows visitors to buy clothes. The space had more than 1 million visitors. It has been proven that these new technologies can be a very effective way to engage with customers. By leveraging the technology of the metaverse, especially the complete freedom from physical boundaries, businesses can extend their presence and engage with customers. Due to the proliferation of these new shopping and payment experiences, and an active community of new entrants (especially Gen Z, that generally prefers digital shopping and digital experiences), the future of e-commerce presents a lot of possibilities but also a big challenge for businesses: How do you get your customers’ attention when they are being exposed to so many brands, products, and services and in so many devices, apps, and social media? This abundance of channels has created an ecosystem in which, to remain competitive, companies will have to be increasingly customer-centric and focused on hyper-personalization and customer experience.
After the pandemic, 86% of the Spanish population buys and sells online, causing 1 in every 5 dollars sold worldwide to be processed online. Will brands know how to integrate the physical and the digital? We really are facing a complex challenge, but essential for those responsible for marketing and business of the new era. No matter what market or sector you operate in, the time has come for hyper-personalization. Concept that has led the discourse of the SAP Commerce Forum. In a new reality of fierce competition and mature markets, the experience economy is here to stay. How does this translate to customer management and e-commerce? In the opinion of Emilio Osete, CEO of Digiu Digital, sponsor of the SAP Commerce Forum: “Customers need to respond to these market demands with speed and flexibility never seen before.” No one doubts digitization or technology as a tool for transformation anymore, but we must understand that digital business models are themselves changing tremendously. “Today we can no longer just talk about channels, but about the need to create digital platforms and ecosystems that allow us to adapt our strategy at all times,” says Osete. On the other hand, at this point, we are supposed to already know our clients. Data management, segmentation and grouping should already be implemented in organizations. A brand that today does not know its customers is destined to fail. How else can you create unique experiences? If not, how do you know what content to post on social networks or with what type of messages to interact with them? We are facing an unfaithful and tremendously personal demand that demands immediacy, so we have to build tools that allow us to give an immediate response. Digital projects must be simple, fast, sequential, adaptable and scalable. According to Emilio Osete: “The market doesn’t wait and it is also unpredictable, like us, we continually evolve. Digital technology must, now more than ever, be prepared for this new reality”. As brands, we have an obligation to engage with our customers honestly and transparently, regardless of channel. We must be creators of global experiences, for this, the physical has to be supported by the digital and vice versa. The experiences must be “phygitals” (union of the “physical” and the “digital”). Technology has to leave the Internet to enter the points of sale if we really aspire to capture the consumers of the future: The “digital natives”, with a very different way of consuming and loyal to emotion. Link to the original contentl: https://www.elpublicista.es/investigacion1/como-vender-era-hiperpersonalizacion