Implementation
The gift guide will be implemented as a feature of the existing Swarovski web page.
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In the first stage, a separate digital transformation director has to be hired, to supervise the implementation and monitor the effects. Since Swarovski is not specialized in digital technologies, the gift guide will be designed in collaboration with AI and AR specialists- Interactions, a profitable business that works by creating interactive AI platforms for customers and Plainsight, a company that develops vision AI platforms where the camera of any phone or computer will recognize a face and it will automatically insert the different suggested products virtually.
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Besides creating the gift guide platform, Swarovski’s analysts have to classify the products from the inventory based on what category of people would be most likely to buy them. This can be done using past purchasing data the company has, data about consumers and customer trends, while working closely with the two partners, to ensure the AI algorithm generates reasonable recommendations.
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After completion, the guide will be tested internally both on the website and on the in-store tablets, for at least 3 months, to ensure it is working properly.
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Moreover, Swarovski will have to either hire a dedicated delivery team, for security reasons, or collaborate with an express delivery company, to ensure orders can be sent within the 1-hour window, by request.
Digital Strategy Evaluation Tool
Analysing the current performance of the company, using the Digital Strategy Evaluation Tool, it can be observed that Swarovski’s weak points are implementing digital products/services and innovation. Hence, by implementing the gift guide, the company will introduce a new digital service on the market, adopting new digital technologies that better respond to customers’ needs, effectively enhancing the two low points. Additionally, customer engagement will implicitly grow, pointing the company to a clearer strategic direction, that is closer to its target audience, implemented by specialists.