Partner Article

E-book Reveals High Street Brands' Digital Secrets

A LEADING marketing agency is to publish a tell-all e-book that guides companies through the same digital transformation programme that brought online success to some of the UK’s biggest brands.

The revealing read contains advice that helped turn ASDA, Centre Parcs, Oxfam and Amnesty International among other household names into online powerhouses.

And the authors claim the e-book, which will be free to download, is just as relevant to small start-up businesses as it is to high street giants.

The book entitled ‘DIY Digital Transformation – A Shift in Thinking’ will be released by Manchester’s flagship digital studio Code Computerlove, after it implemented its gospel of ‘radical and cultural shift without upheaval’ into some of the UK’s most loved brands.

Managing director and co-founder of Code Computerlove, Louis Georgiou, 41, said: “The book is about adopting a more connected approach to the work place, about bringing together all departments including marketing, customer service and IT to share knowledge, insights and practices.

“It’s a model that brings about radical and cultural shift within organisations without tremendous upheaval and change to operations and structure. Any size of business can benefit from doing it but it requires a change in mindset for all involved.

“Our entire philosophy in the agency is about helping big brands capture advantages experienced by start-ups such as flexibility and helping start-ups capture advantages experienced by big brands such as loyalty.

“DIY Digital Transformation will help both ends of the business spectrum do just that.”

The e-book, which will be available from the Code Computerlove website from August 18, encourages a company ethos of customer empathy that explores customer journeys to the point of purchase, anticipating customer needs all the way.

Louis added: “All departments own customer information but they rarely share it. But together they can develop a better understanding of customers. It’s worked wonders for a number of big businesses we help. Brands like Brother, HMV, the Woodland Trust and Chester Zoo have experienced huge advances as a result of this philosophy.

“Businesses must put the customer at the forefront of their mind, rather than assuming they need to impress them with a new grand digital offering. That means transformation is driven from the front line where the customer meets the business, so insight moves in a bottom to top direction instead of digital being delivered through top-down instruction.

“It naturally adds transparency to any business too, which is something every customer appreciates,” he explained.

The book also expounds the benefits of repeating what works, rigorous testing, embracing failures – of which it warns there can be many – and leveraging technologies that allow staff to communicate in a fluid cross-departmental manner.

It will be available through ‘Code’ and can be delivered by email or downloaded from the company’s website. Hard copies are also available on request.

This was posted in Bdaily's Members' News section by celine goodier .