Innovation & Digital Transformation: Those Companies that have won the bet

 In News

Textes: Mirko Venturi et Marco Piermartiri

The digitalization of the most diversified markets by Swiss and foreign companies continues to make the economic pages, specialist magazines and even news for unicorns. Real estate, tourism, fashion, finance, life sciences, education, health, food trade: all these sectors have been “disrupted” and the results have been positive in terms of services to citizens and companies, as well as an increase in turnover often unprecedented for these new economic players. So who are those companies that have taken advantage of the digital transformation and have managed to multiply their incomes by innovating in their business models?

+ 200% turnover achieved in 2016 compared to the previous year, + 150% orders, number of customers tripled in one year and more than 50 countries reached: it is the business card of Lanieri, italian leader of the tech fashion. The company of Riccardo Schiavotto and Simone Maggi has combined the quality of “Made in Italy” with the attractiveness of “tailor-made fashion” and new trends in e-commerce, such as personalization of shirts and costumes for men through a 3D configurator. For Lanieri, 2016 was also a year of strong international growth with, as a result, more than 30% of turnover outside Italy (France, USA and Germany).

But what are the keys to a successful digital transformation of your own business? According to Betrand Duperrin, Head of Digital Transformation at Emakina France, digital starts with the back-office revolution. A “sustainable transformation” of the company concerns the digitalization of the production chain and the involvement of each employee in the process of change. In the absence of these elements, any attempt to transform the customer experience and to personalize its portfolio of products and services may only produce a “Wow effect!” that will disappear after a few months. Thus, innovating in already existing markets means opting for original and viable solutions. This is the case of Bonobos, an american company specialized in the sale of men’s clothing adapted to all morphologies. Launched in 2007 by two graduates of Stanford and with a turnover of more than $100 million in 2016, Bonobos invented the concept of a zero stock connected shop, where the customer makes an appointment online with a “personal shopper” for fitting sessions of one hour, to be delivered within 24 hours.

Digital transformation is far from being a practice that is exclusive for start-ups and young entrepreneurs. With the launch of their new strategic plan called La Poste 2020: Conquering the future”La Poste plans to acquire more than 2 million new customers between 2017 and 2020. To achieve this objective, La Poste is planning investments amounting to €550 million in the conduct of digital projects between 2016 and 2019. This approach to innovation and the management of the change in postal services and customer relations conducted by the expert subsidiaries Docapost, Mediapost and Start’inPost earned the French Group the victory of the Grand Prix des Trophées 2017 de la Transformation Numérique.

In Switzerland, Visilab takes first place in digital innovation. Winner of the Digital Award 2017, the Geneva optician generated a turnover amounting to CHF 237 million in 2016. Thanks to its omnican project, the Swiss company has undergone a profound transformation of its information system and has transformed the experience of purchasing glasses for its customers. Using an augmented reality application, they can try the frames directly online or through an application present in the shop. At the same time, Visilab shows the way to “commerce 3.0” by pursuing its major e-commerce project: the integration of online sales and physical sales outlets.

Several examples of digital transformation are available to entrepreneurs aware of the profound changes along the way in our economy. However, while the CEO remains the unrivaled leader in digital transformation, it is above all a business transformation that must be carried out with the utmost conviction on the part of all the members of the General Management. The willingness to innovate in your business model, your sensitivity towards the most suitable technologies to improve productivity and customer experience, your openness to innovation, the training of your employees in the new methods and working tools: the coordination between these factors will determine the success of your bet!

Photo credit: Pexels

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