Last semester I entered a competition orchestrated by the YMA Fashion Scholarship Fund which is a educational non-profit whose goal is to further advance the fashion industry by supplying the latter with students whose dreams they nurture with networking opportunities, mentors, and scholarships. To find these students they release a case study competition every year where hundreds of students from 50+ universities across the nation apply.
This years topic? Digital Marketing. More specifically it was to explore how the integration of digital technology with offline shopping can improve the performance of a retailer of our choice. We had four channels to choose from such as design, marketing, analytics, or supply chain where I chose to do my case study on Technology and Analytics for Primark (link to my case study).
In summary if you don’t want to read through 13 pages of analysis I conjured up systems through mobile, instore, and online that would collect data and be sorted into an algorithm I created that would lead to predictive analytics which would be stored in the data warehouse and/or cloud system where the company could further utilize that data and analytical figures to be able to trace the customers motive and drive for purchasing the items that they do and patterns that may surface to be able to cater to their needs more efficiently.
We talk about how advanced our world is and how technology has changed our lives so is all of our classes now and whether we discuss it or not, it is apparent to each of us who especially have lived with and without it and watched it grow as we grew. However, we don’t realize that this innovation and technology has yet to still fully immerse the business world. The major corporations that have been set up prior to this revolution have yet to change course and/or has been slow to change course and adapt to this new method of business. The leaders are not adept to this language that we have known our whole lives. So I believe that the change in these businesses, the change that they are waiting for and struggling to adapt to, is waiting for our generation to come and update these companies. Digital marketing has become our generations tool to be able to change the world.