ICA’s Digital Strategist Patrik Nordberg says that physical stores must adapt to the customer’s behaviour in digital channels – and vice versa.
Extremely important, because ICA is a customer-focused company. Everything we do is designed to make life a little easier; it also applies to the experience in our digital channels, whether it’s about recipes and meal planning, e-commerce or the in-store experience. Our digital presence has gone from focusing on food inspiration and marketing campaigns to offering everything from scan & go to mobile payment and e-commerce.
Through digital services, we can improve and broaden our offerings to the customer. In developing these services, which directly connect to our business, UX plays a central role and influences the entire development from idea to finished product.
ICA has always been an entrepreneurial company, and it shows in the development of our digital services. Although we conduct early user studies and we do our fair share of market research, we know that it’s also important to roll out quickly to customers and test new features and services on “real” users. That’s why we often let ideas move through the development phase quickly; to test new products in the customer’s real situation.
This way, we get quick, real feedback on what works and what needs improvement. After new launches, the analysis becomes even more important in order to improve each function and service.
In one sense, you can say that we’ve been lucky enough to have created long lasting content over a long period of time. This success has been a central aspect of our digital marketing channels as well, and we’ll continue to develop relevant content about food and health. And of course, in order for our customers to find our content, SEO has been an obvious cornerstone of our development as search engines become like a second or even first homepage.
The transformation from multichannel experience to a true omni-channel experience will be a great challenge. We need to adapt services and content based on device, channel, time and situation. The experience we present in our physical stores also needs to be adapted to the customer’s behaviour in digital channels and vice versa.