Gen Z and Millennials represent 25% of all UK retail spend, with this figure set to increase. To stay one step ahead, you need to understand the preferences of all your customers and prioritise their experience at every stage of your transformation journey. Luckily, the solution is simple: your customers must be at the forefront of every transformation initiative, requiring a seamless communications strategy. 

As omnichannel communications give you the ability to easily switch between digital and physical, you need to recognise when to do this to unlock maximum engagement. Though digital options remain more popular in the UK, there is still a place for the physical. A study by Lancaster University found that older adults are often hesitant to switch to digital even when they don’t struggle with the technology. This is often driven by concerns for how a total shift will impact society – such as leading to post office closures and job losses. Offering a mix of digital and physical can offer these people the peace of mind needed to make a partial transition. 

Despite the challenges on the road to digital transformation, there’s no need to shy away from it. The key is maintaining your attention on both the digital and the physical simultaneously. With this level of focus, you can more effectively transition physical customers to digital in a way that ensures they feel supported. 

When businesses zoom out and avoid a tunnel-vision approach to digital transformation, the value of traditional forms of communication emerges. Most notably, there is the issue of ‘email fatigue’. In a world where customers are inundated with emails, the novelty of physical mail is powerful.