Advantages of digital transformation for your marketing How to convert your business processes from analogue to digital.

Use computer-generated imagery (CGI) to future-proof your marketing and communication strategies – and be optimally prepared for the increasing demands of digital shopping experiences.

Digital transformation is advancing inexorably and placing ever greater demands on marketing teams who want to not only make products visible, but also anchor them in people’s memories and sell them successfully.

Consumer behaviour is constantly changing in the wake of technological change. There is rarely time for a second attempt: those who fail to respond to the needs of their target group in good time risk losing potential customers to providers who offer compelling modern digital shopping experiences.

✅ 1. Strategy – Discover opportunities

Only those who know their destination can set sail in the right direction.
That is why it is crucial to develop a common vision at the beginning of a digitalisation initiative and to get everyone involved to commit to it.

Design thinking is particularly suitable for this phase: it is a method for solving open questions in a user-centred way and in an interdisciplinary team. It is often still unclear what exactly needs to be developed – the only thing that is certain is that it must bring real added value for the user.

Design thinking creates a common understanding of the problem, opens up space for ideas and helps to find the right solution through rapid prototyping and user feedback.

The result can be the optimisation of existing processes or a completely new digital business model. The path to this goal remains deliberately open – leaving room for innovation.

: Colour: grey; Seat position

: Colour: grey; sleeping position

: Colour: beige; seat position

: Colour: beige; sleeping position

: Dimensions: 740 x 450 mm, colour RAL 1004 golden yellow

: Dimensions 1820 x 550 mm, colour RAL 3003 ruby red

✅ 2. Readiness – Perform a fitness check

An honest assessment is crucial for identifying existing gaps and closing them in a targeted manner. This allows you to define the path to the right solution.

The readiness check considers three key dimensions: people, organisation and technology.

People: Do employees have the necessary knowledge, skills – and willingness – to actively support change? Tasks should be distributed based on individual strengths.

Organisation: How adaptable are structures and roles? Responsibilities may need to be redefined.

Technology: How networked, modular and decentralised is the existing system landscape already? Which new technologies can provide support?

This analysis shows how ready an organisation really is for digitalisation – and where action needs to be taken.

✅ 3. Roadmap – defining direction and milestones

After the first two phases, the goal and areas of action have been defined. The roadmap now serves to logically organise sub-goals and milestones – without a detailed project plan yet.

This allows tasks and resources to be prioritised in a meaningful way. The end result is a programme plan that translates the areas of action into a structured sequence of individual projects based on the degree of Industry 4.0 maturity.

: 3D environment: Reading corner with armchair and footrest, variant 1

: 3D environment: Reading corner with armchair and footrest, variant 2

: Width 70 cm

: Width 140 cm

: Width 270 cm

: Width 400 cm

✅ 4. Technology – Radar of technical possibilities

A simple search for ‘Industry 4.0 technologies’ yields millions of hits – a complete overview is impossible.

However, thanks to the previously defined use case, the options can be narrowed down in a targeted manner. This phase is about exploring the market for suitable, market-ready technologies.

Example: If a technician needs to operate IT systems with their hands full, gesture, voice or eye control could be considered. For data collection, alternatives such as smart gloves or data glasses can be used instead of traditional hand scanners.

✅ 5. Prototype development – Implement and test the first functional application

The prototype in this phase goes beyond simple scribbles from design thinking, but is not yet a complete proof of concept.

The aim is to test the core functions of the idea – without complete system integration. A minimum viable product (MVP) shows whether the concept works in principle. User-friendliness and design follow later.

Early user feedback is crucial: what works? What doesn’t? Development takes place iteratively in several loops.

Prototypes also help investors or decision-makers to grasp the progress made – and to build confidence in the direction taken.

: Material: carbon

: Material: Gold Metallic

: Material: silver metallic

: Recliner chair without footrest, dark ash material

: Recliner chair without footrest, light ash wood

✅ 6. Implementation – Start the implementation project

In the implementation phase, the idea is transferred to live operation. To do this, it must be clarified when which systems communicate and how – ideally visualised in a process diagram to create a common understanding between, for example, IT and production.

Once the technologies have been selected, the project plan is defined with milestones. An agile approach is recommended in order to be able to react flexibly to changes.

Depending on the scope of the project, it may be advisable to conduct a proof of concept on a single machine or line before proceeding with a broad rollout.

Conclusion:
The development of a successful digitalisation strategy is best achieved in six clearly structured phases. First, design thinking is used to define a common goal and a user-centred solution approach. This is followed by a readiness check to assess the organisational, technical and human fitness for digitalisation. Based on this, a roadmap is created that clearly organises priorities and milestones. The next step is to select suitable technologies and test their market readiness. This is followed by prototype development, in which the first functional applications are tested and iteratively improved based on user feedback. Finally, implementation in live operation is planned and realised using agile methods in order to be able to react flexibly to changes.

This structured approach enables companies to drive forward digitalisation projects in a targeted, efficient and user-oriented manner – from the initial idea to successful implementation.

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