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What Do Big Brands Do Within the Scope of Digital Transformation?

In this article, after closely examining the available data, Talentplicity’s Digital Transformation Lead explains what some of the large multinationals are doing for their digital conversion journey in five straight item lines. These brands are one of the market leaders within their own sectors; to name a few:

BMW, Disney, Apple and DHL. Keep reading!!!


1) Create a seamless experience for consumers

The readers of this article whose path has fallen at Walt Disney World Resort, probably know. MagicBands! It is the centre of the customer experience and provides a way for the system to transfer data to guests. Since 2014, Disney’s multi-coloured plastic RFID wristbands (MagicBands) that connect with the company’s guest management system MyMagic +, which has been offered to visitors to the Disney World facility, are a great step forward for digital transformation. MagicBands allows guests to manage all customer experiences; it allows them to pay, manage reservations, access hotel rooms and give staff a highly personalised experience.

2) Create custom apps or websites to clarify privacy and protect consumer rights

GDPR (General Data Protection Regulation) mandates that companies that violate data protection rules can be fined up to 100m euros or 5% of their annual revenue. Apple has a special website with the information we need when using Apple devices and digital products (password strength, security questions, and additional security measures) and advice on these topics. It creates its advertising campaigns both to raise awareness among its users and to emphasize the importance it attaches to privacy.

Besides all this comprehensive service, Apple has rolled up its sleeves to build two new data centres in Europe, and will spend about $2 billion on this project. These and similar investments have increased awareness of users in Europe, leading to them being more concerned about data privacy and demanding stricter legislation.

3) Create Solutions Compatible with the Rising Trend Sharing Economy

Thanks to initiatives such as Uber and AirBnB, producing solutions that are compatible with the sharing economy that we have been hearing quite frequently in recent years takes brands a step forward in their digital transformation journeys.

Whether you call the sharing economy a ‘flexible economy’, ‘solidarity consumption’ or a ‘solidarity economy’, whatever you say, it will remain an indelible business model for many years.

BMW is one of those companies that are aware of this change and have adapted to the sharing economy. It achieves this with a car-sharing service called DriveNow. With DriveNow, users can flexibly rent cars wherever and whenever they need them. Vehicles are picked up from and dropped off at any location; they are then billed and the minute usage is taken as reference. Gasoline and city parking spaces are included in the price.

DriveNow, which has a great smartphone application that shows the locations and live status of the vehicles, is especially popular in Germany.


4) Meet Your Customers’ Special Needs

In 2013, DHL created a platform for package delivery called ‘MyWays’ to help match shippers looking for flexible deliveries with people looking for extra earnings and wanting to carry cargo on their daily routes.

In this application with flexible pricing for a cargo, MyWayer can increase bid prices to speed up matching with the delivery person.

MyWays allows multiple options for the cargo delivery location and for time intervals. People who want to deliver packages can call MyWayer and get support from DHL.


5) Increase Customer Engagement and Find Solutions for More

WeChat is a message service for voice and text messaging developed in China. This app is suitable for Android, iPhone, BlackBerry, Windows Phone and Symbian operating systems.

WeChat is an all-in-one application. It was previously used only to send instant messages, but now it forms the basis of everyday digital life. It is an enormous ecosystem for media, developers and online stores. WeChat offers you solutions for instant messaging, creating an official account, payments, mini-program-mini games and corporate implementation. There is almost nothing that WeChat cannot understand.

Customers can use WeChat to make banking transactions or transfer money. You can also purchase products or services from the app, for example, during a sale on WeChat. Xiaomi, a Chinese smartphone manufacturer, is said to have sold 150,000 of its latest models in less than 10 minutes.

Five items based on examples from the World Economic Forum above; Five important brands like BMW, Disney and Apple give us an idea of ​​the kind of digital transformation approach and what can be done.

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