Jonty Sutton, SQLI UK CEO
I’m expecting brands to invest in more experiential type engagement, whether that’s content, or areas like VR or AR. Even in terms of social media and general digital advertising, being clever with their investment. We’ll also see more engaging events for customers to experience, rather than just more products.
On the whole, changes will be innovative, but smaller and incremental, as opposed to the big transformational implementations.
Brands will put more into showing their customers why they are relevant. Why their customers are right to shop with them over other brands. They will be aware of the impact of the economic environment on their customers and so focused in investing to make their brand and products more attractive to their customers. Showing they offer better value or are doing more for their customer.
Away from retail, we will see more of the transformational-type implementations in the B2B sector. There will be investment in B2B and significant growth in adoption of new technology, so from an agency perspective, I would say a lot of our work will be in that more complex B2B enablement area, whereas the work we will do in retail will be a lot more operational and tactical.
For B2C, it’s a similar time to where we were during the pandemic. It’s about making your investment work harder. The technology isn’t broken in most cases, but there are ways to improve and optimise, and make your digital solutions work better.
We’ve recently been speaking to a brand which was considering a re-platform. We showed them that if they started using a couple of new services it would fix 95 per cent of their problems. They could leverage their investment of the last few years with a relatively small investment to help them leapfrog over where they are today, rather than make wholesale changes.
We are constantly working with our B2C partners at the moment to help them do this and from an SQLI perspective, this consultative insight and these sort of recommendations, can be invaluable.