#blog

Back? To the future!

By Jon, Eastpoint Software on 18 January 2019

When it comes to digital transformation, be more Walmart

There’s no question Walmart has completed what it set out to achieve with its Golden Globes ad campaign.

The Internet is alive with advertising commentators falling over themselves to navel-gaze about the excellence of the emotional resonance. The execution. The timing.

Or not. Consumers and movie geeks also joining the debate about it as a piece of content. Undoubtedly in some meeting room somewhere there will be a graph on a screen with a peak in ‘mentions’ this week:

However, take it on good authority from this escapee from the relevant part of Adland, it’s advertising painting by numbers. It’s a crowd-pleaser. Don’t get me wrong, I like it immensely and it will probably win a heap of awards in Cannes, but there’s nothing revolutionary here.

This is all a sideshow anyway. It’s clear with ‘Famous Cars’ Walmart is landing a power punch squarely on the jaw of Amazon in the battle for sovereignty.

Traditional big-box retailers continue to fight for relevance. Click-and-collect is not a new concept. I’m not even sure immaculately presented assistants dropping bags in your car boot is that ground-breaking. But it is a solution that requires robust full-stack technology and a lot of strategically located, accessible square-footage.

It’s a statement. It’s Walmart saying, “we’re as digital as we are analogue”. They are leaving consumers under no illusion they’ve never had it so good. Shop Online in the morning, pick-up in person in the afternoon, all without leaving your car. Local superstores provide the warehousing such convenient same day shopping experiences requires. And Amazon just can’t compete on like-for-like terms.

Shopappy is another example. It enables independent retailers in small towns to join the culture clash of the High Street versus Online. It’s great to see. On a macro level it’s town centres using technology to reinvent themselves.

Rather than railing against the digital revolution they’re cannonballing into the middle of it. Shop local is on trend, but why should it be more difficult. It shouldn’t be, and now it isn’t.

The smartest part in all of this is how technology is being used to enhance, not displace traditional businesses. They are not shutting shop. Walmart and Shopappy retailers alike are creating extensions to their bricks and mortar outlets, making them more accessible and increasing footfall as a result.

Digital transformation isn’t exclusive to retail however. Regardless of sector or heritage, established brands with proven processes and IP are mobilising their boldest ambitions. Digital transformation is about evolution rather than revolution. As with renowned ad agencies, external technology teams bring a fresh perspective that builds on the strengths and experience of the company to push things forward.

That’s certainly our experience at Eastpoint. We have the continued privilege of working with many thriving businesses conscious they could edge towards irrelevancy, unless they start thinking more digitally. Not having the internal expertise or appetite to employ the resource needn’t be an obstacle.

The business leaders and teams we partner bring market expertise and own the vision. Eastpoint guiding on how technology is best deployed. Its domain specialists working together towards the best possible outcome.

Digital transformation is an ongoing process. The job is never complete, which is what’s so exciting about it. Get in touch to discuss your next application.