“ Is it even possible to be a ‘ non-digital ’ brand in today ’ s environment ?”
— Jesko Perrey , Senior Partner at McKinsey & Company
prioritisation of digital , emphasis on the UX and UI and integration of digital platforms in customer service and products . This all equates to simplicity for the consumer . For instance , with digital , you can open a bank account quickly to secure the best interest rate online . The offline method seems obsolete and laborious . The benefit is clear : the better and easier it is for consumers to do business with you , the more market share you gain .
However , for all digital brands , customer service is challenging and must be a top priority . If you need to reach an actual person at Facebook or Google to fix a problem or answer a question , good luck ! Customer service doesn ’ t exist for some of these large digital brands . Amazon got this right .
AM : A major benefit is the ability to compete against well-established brands in reaching potential customers on digital platforms . Another benefit of being a digital brand is the ability to turn on , turn off and change strategy quickly based on data and insights gathered through digital channels . Being able to dynamically and at reasonably low cost produce and iterate creative , product messaging to what works is a huge advantage .
However , building consumer confidence and brand credibility without a physical retail presence is a challenge . Can your brand be trusted to deliver ? Does it actually exist or is there risk of an online scam ?
Many small businesses establishing themselves as digital first brands are bootstrapping and don ’ t have the deep pockets to compete with more established brands . As with any small business , people are wearing many hats and might be the HR , marketing and logistics person in one . However the ability to find talented contractors and online tools to help has never been easier . Many online brands outsource key functions like shipping and logistics and never actually house the physical product .
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