Digital transformation is a term that has often been thrown around over the past few years, with big corporations often leading the charge. However, for small and medium enterprises (SMEs) looking to stay competitive, they can no longer watch from the sidelines. In today’s competitive landscape, implementing a comprehensive digital strategy, particularly in areas like digital signage, has shifted from being a luxury to a necessity.
As specialists in digital signage and touchscreen solutions, we’ve created this guide to help demystify digital transformation for SMEs. We’ll walk you through concrete steps for seamlessly integrating digital technologies into your business operations.
So, What is Digital Transformation?
McKinsey describes digital transformation as the fundamental rewiring of how an organisation operates. The goal of digital transformation should be to build a competitive advantage by continuously deploying technology at scale to improve customer experience and lower costs.
Over the years digital transformation has become a catch-22 for many business transformation efforts but it is important to separate the two. When it comes to a generic business transformation effort it is usually a change with a clear endpoint. Digital transformation differs in that it is more of a long-term, ongoing journey, looking at how technology can be integrated into a business to improve operations and increase revenue. The rapid evolution of technology creates endless opportunities to streamline and enhance business operations.
Leveraging Digital Transformation as an SME
Before developing your digital transformation strategy, it’s crucial to recognise that being a smaller business in today’s digital landscape offers a clear advantage, SMEs can pivot quickly and implement new technologies with greater agility than larger organisations. This flexibility allows them to respond rapidly to market changes and customer needs.
The digital signage and touchscreen market exemplifies how technology has evolved to serve businesses of all sizes. Gone are the days when these solutions were exclusive to major retail chains and fast-food giants. Today’s small and medium enterprises can leverage these powerful tools to create immersive customer experiences, optimise operations, and boost revenue.
For example, in today’s landscape, you’ll see digital signage being used on your local high street in pharmacies, dentists, opticians, fast food takeaways and more!
Your Digital Transformation Checklist
To ensure a successful digital transformation for your SME, we’ve put together some steps to help drive your business model.
Assess & plan
Begin your digital transformation journey by conducting a thorough assessment of your current operations. A great way to do this is by working with your team to conduct a SWOT analysis.
SWOT stands for strengths, weaknesses, opportunities, and threats. A SWOT analysis is a great tool that can help you analyse what your company is doing well and devise a successful future strategy. It can also uncover areas of the business that are holding you back, or that your competitors could exploit if you don’t protect yourself.
Example scenario
For each of these steps, I’ll use this example scenario to put the advice into practice. Imagine you are running a small chain of local cafes but find that you are not catching the attention of passersby with printed posters, window displays could be a great way to showcase your products and any promotions you are running in bright, eye-catching displays.
You would then need to evaluate your existing infrastructure, including network capabilities and physical space constraints. Most importantly, establish clear objectives aligned with your business goals, which would be increasing footfall in this example.
Building the right technology stack
It is important that before you rush into purchasing technology you ensure you have the right type of technology for your business and you use a reputable technology provider.
Example Scenario
Following the same small cafe scenario, you’ll need to determine a range of factors such as; what size of window display you need, do you need it to be a dual screen to also promote offers to customers in-store, what brightness the screen needs to be etc.
Not determining and understanding these factors before the purchase could lead to problems such as your signage not being visible in direct sunlight.
When selecting a technology partner, look for proven expertise through client testimonials, detailed case studies, and independent reviews. A reputable specialist will not only address your concerns upfront but also demonstrate a track record of successful implementations.
Strategy
Depending on which technology is part of your stack you’ll need to determine a strategy to ensure when and how it will be utilised and ensure that this strategy is communicated to your workforce.
Example scenario
So you have determined that you want to add a window display to your cafe window and have picked your technology supplier. You then need to create a content strategy and plan that delivers value.
Developing guidelines for content creation and curation that align with your brand voice is key. You’ll need to plan for different types of content, including static images and videos then implement a content calendar that accounts for seasonal changes, promotional periods, and regular updates.
Implementation
When implementing new technology, start with small, manageable projects to build confidence and expertise. This phased approach allows your SME to master each component before expanding your digital capabilities.
Example Scenario
You could choose to start with a pilot program in a couple of key cafes to test and refine your approach. Train the relevant staff on system operation and content management and integrate your digital signage system with existing business tools like your social media platforms. Establish clear workflows for content approval and publication.
Measure & optimise
Digital transformation is not a “set and forget” strategy. While many businesses install new technology and consider the job done, true success requires continuous evaluation and refinement. Business owners must regularly assess performance metrics, optimise usage patterns, and evaluate emerging technologies to stay competitive.
Example Scenario
After implementing your window display and creating your content strategy, it is important to look at what effects this has had on the business. Did the window display achieve the overall objective of increasing footfall? Were certain adverts more effective than others? Is it time to invest in a second display for another window? Is it worth investing in additional technology such as self-service kiosks?
Continuously asking these questions is the key to digital transformation success.
Focus Areas for Digital Transformation in 2025
2025 is set to be a progressive year for digital transformation, driven by artificial intelligence (AI). If you already have a digital transformation strategy or looking to build a new strategy, AI could be a good place to start looking into.
Over the next year as a business, LamasaTech have a real focus on bringing in-store AI agents to retail stores, anticipating the next wave of technological advancement as well as transforming the drive-thru experiences at quick-service restaurants through voice AI.
Conclusion
Digital transformation represents a significant opportunity for SMEs to modernise their operations and enhance customer experience. By following this digital transformation guide and maintaining a focused, strategic approach, businesses can successfully implement digital technology solutions that drive real value.
Remember that digital transformation is an ongoing journey, stay flexible and be prepared to adapt as technology and business needs evolve.
Ready to Transform Your Business with Digital Technology?
Since 2009, LamasaTech has pioneered innovative digital display solutions for businesses of all sizes. As specialists in kiosks, digital signage, and interactive touch screens, we’ve helped countless organisations enhance their customer experience and streamline operations.
Whether you’re taking your first steps toward digital transformation or seeking to upgrade your existing technology, our team of experts will guide you to the perfect solution for your unique needs.
Let’s discuss how we can bring your vision to life.
