The Digital Enterprise proactively seeks out and implements digital technology to drive innovation, efficiency, and competitive advantage. This type of company is characterized by a culture of continuous improvement and agility, making it well-equipped to anticipate market changes and capitalize on emerging opportunities.

Transforming to a Digital Enterprises serves several purposes: staying ahead by implementing superior digital capabilities that outpace competitors; realizing a great customer experience based on an integrated mix of digital propositions, products, channels and services; and excel operationally by a modern backbone for a scalable, connected and efficient organization.

What is this whitepaper about?

In this whitepaper we explain the essence of a Digital Enterprise. Five building blocks are fundamental: customer experience, operational backbone, digital infrastructure, shared data and digital smartness. All these components are strongly interconnected to ensure both smooth internal processes and good cooperation within the digital ecosystem.

“The mastery of these building blocks is not just about having the right technology. It is also about having the right capabilities supported by leadership, governance and structure”

Example of a unique customer experience

A well-known lifestyle cosmetics brand uses personalized shop windows, loyalty programs, and innovative digital services to enhance customer satisfaction and redefine expectations. Their connected digital backbone supports a great front end experience, facilitating smooth operations and robust customer interactions.

The company is building a global brand through a variety of touchpoints: over a thousand of its own stores and more than three thousand shops-in-shop, e-commerce, wholesale through third parties and travel: sales at airports by airlines and in hotels.

Although all these business activities are relatively autonomous, they must be able to scale up within the bigger picture. The digital competence is part of the foundation just like shop management, marketing and fulfillment. Customer data and transactional information are crucial components in the data architecture, which are the same for all countries.