Digital

We assist and support transformation, digital and omni-channel strategies, the evolution of business and new revenue models, e-commerce performance, customer itinerary, organisation and processes

Meeting the digital transformation challenge head on

Taking on the digital transformation challenge means rethinking the value proposition, the business model and customer experience, setting up qualified, digital teams, deploying agile innovation and cross-functional cooperation processes and adopting new technologies at the right pace.

Traditional players are faced with the emergence of newcomers, digital pure players, who end up disrupting the classic value chains by becoming intermediaries between the customer and traditional businesses. The more powerful of these players extend their activities well beyond their original sectors due notably to their digital maturity that enables them to adapt with ease, their significant web marketing investment capacity and their relatively low cost structures. All of these pure players, be they large or small, play their part in tipping the balance of roles within the chain, by adopting new business models, going from a direct, one-to-many business relationship to more diversified models: platform, marketplace, freemium, subscription, C2C, collaborative, data valorisation … that all activate value differently.

Today, customers expect an offer, services and content that match their expectations, that is personalised, constantly accessible and on the channel of their choice. The use of new technology means that these expectations can be met through offering them an end-to-end customer experience:

The development of new web marketing levers required for a targeted approach, including prospects, (programmatic, campaigns targeting similar audiences on social networks or on search engines, etc.)
The use of data to deliver customer-targeted communication and messages in line with his/her profile and history; this relies on the deployment of data science techniques, machine learning and predictive algorithms
The creation of cross-channel shopping (mobile, desktop, point of sale, …) and the setting up of continuous, omni-channel contact with the customer (use of social networks, combined use of chatbots and web coaches, correspondence with e-mails, instant messaging, calls etc.) that facilitate and streamline the customer experience

To master and develop these tools, the internalisation of certain digital functions (in particular, data exploitation) already constitutes a significant challenge to weigh up against the size of the company and the extent of media investment. Digital transformation of a company will mean a complete rethink of the organisation in order to have well-placed expertise and for employees to move forward in the right direction.

Finally, digital must be a lever to enhance the employee experience to increase productivity and encourage the sharing of innovative ideas. To achieve this, they must :

Deploy technology that improve scommunication within teams
Proceed to dematerialize and centralise data to give employees ready access to necessary information

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Romain Roulleau

Digital & Customer Chief operating Officer at Conforama

"When I arrived at Conforama there was clearly a need to galvanize online sales in a world that had become highly competitive. PMP helped me to devise a digital strategy for the Group, to organise my teams and my 3-year Business Plan, within a very tight timeframe! The PMP teams very quickly understood the challenges I was facing.”