Hilal Suerdem, CEO of Kiğılı, who says they are one of the brands adapting digital transformation faster at the sector, tells they are benefiting from the possibilities of digital world at any field from business development to product design, from logistics to marketing and from customer experience to accounting processes.
Hilal Suerdem, stating they have created a quite CRM substructure, says e- commerce sites are one of the first 3 stores bringing the most turnover today. Suerdem who states they are following the processes about the customer demands closely, says “We are watching the behaviors of our customers from any channel and use the data we obtain at any field from the determination of the details of our collections and the decision of opening new stores. Of course, at marketing field, the effect of our digital skills are big in realizing omni- channel strategy successfully. Our digital advertising campaigns such as ‘Does it suit?’ and ‘After the Change’ which brought us many awards are the ones which are the most in sight.”
Suerdem who states they use digital screens in their stores and broadcast campaings and images via these screens, states they are working on two special projects and they will carry out the communication of these projects soon.
Customer Experience and Personalization Will Have Importance
Suerdem who mentions cusomer experience and personalization will be the main topics of the sector within next 5- 10 years and digitalization need to be completed to catch success at these two fields, says “Units like BT and IT now exist that providing profit directly instead of just solving problems. I think the awareness level for this issue at retail sector is higher than other sectors.”
Suerdem, who states they will replan entire buying and marketing strategies, finally gives place to the following words; “Now we are seeing the internet of things, notions such as artificial intelligence and communication of smart devices at production free from us as a part of our work and when we realize our investments and plans, we are keeping these issues in the back of our mind. As being the sector, we need to recreate all of our strategies from the determination of customer needs buying and marketing”.
