14-Apr-2015 Düsseldorf / Germany
Digitization as a competitive advantage
Digitization offers competitive advantages for Henkel. Internally, the standardization and digitization of processes will enable higher efficiency and flexibility. Externally, digital platforms will gain in importance as tools for engaging with customers and consumers and capturing growth opportunities.
The exchange and interaction with customers and consumers are increasingly achieved via digital platforms. An example is the first 3D color advisor app from Schwarzkopf for smartphones and tablets. The app allows consumers to test new hair colors and the latest styles. Product information and application tips can be viewed virtually, and the products can be bought with just a few clicks.
In addition, the business unit Laundry & Home Care significantly expanded its digital offerings in the financial year 2014. One example was a viral campaign built around a music video for Henkel’s innovative WC rim blocks. The campaign reached around 10 million users on social platforms such as YouTube, an unparalleled success for a digital campaign in this Home Care product category.
In its business for industrial customers, the business unit Adhesive Technologies, Henkel’s largest business unit, generated over 500 million euros in sales in 2014 through a central e-commerce platform. There, customers can place orders online, track their order status, and view invoices, product pricing, and availability as well as technical documents.
For more information on the mega trend digitization and on how Henkel realizes it in our Online Annual Report 2014.