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BBI of Chicago
March 2022

The acceleration of digital transformation due to
covid-19


By: Vinicius Pereira Silva.

Since 2019, the world has been suffering the consequences of a pandemic. According to the website "Agência Brasil" (2021), WHO declared that by the beginning of 2021, only 15 countries had not registered cases of covid-19. With the rapid advance of the pandemic, several protective measures were created, such as social isolation. From an economic perspective, all businesses were affected. Commerce, schools, universities, and companies had to adapt. In the case of companies, many took over the home office, and those already experiencing the digital transformation, even if slowly, came out on top. Digital transformation (DT) emerged to meet the demands of the market and people who, with the improvement of technology being the main means of purchase decision, became indispensable (GABRIEL and KISO, 2020). Technologies have changed the way companies connect with customers. Companies convey messages and provide products. Today, those are interactive. Messages and customer feedback are more relevant than advertisements (ROGERS, 2018). Omnichannel strategies are increasingly aligned, thus exposing a clear change in people's consumption behavior.


In this pandemic scenario, proof of digital acceleration was that in 2020, there was a 149% increase in delivery expenses. Many restaurants that could not open have migrated to the apps. In addition, with the gradual re-opening of businesses, the presence of QR codes was noticed, which now allow access to the virtual menu (UOL, 2021). McDonald's, on the other hand, had a significant drop in sales in 2020. But they recovered in 2021, reaching a new record. The company attributed this recovery to its 3D strategy: Digital, Delivery, and Drive-thru. Currently, half of the sales are via apps and comparing 2018 and 2019, sales are ten times larger (MARI, 2021).

DT also impacted the medical domain with the authorization of telemedicine in 2020, which covers all medical practice carried out at a distance, regardless of the instrument used for this relationship (PORTAL TELEMEDICINA, 2021). Telemedicine was already used in several countries, but now it is accessed via mobile, through calls, or videoconferences.

All these changes were possible due to the expansion of technological resources and the mass access to the 4G internet through mobile devices, making cell phones online and offline extensions of human beings, so many new things should appear from the 5G connection (SBRISSIA, 2021). Therefore, it is noticeable that these and many other DT solutions were already under study and in different testing phases. However, digital transformation isn't just about technology, but also about strategy and how to unite them in the face of the fast pace of global change, whether using agile methodologies or elements of industry 4.0 such as RPA and augmented reality. From now on, companies need to be oriented toward creating value for people and therefore must strategically analyze their processes, products, and services on an ongoing basis.


BIBLIOGRAPHIC REFERENCES

GABRIEL, M.; KISO, R. Marketing digital: conceitos, plataformas e estratégias. 2nd edition. São Paulo: Atlas, 2020.

MARI, A. Forbes Tech. Forbes, 17 jun. 2021. Available in: <https://forbes-com-br.cdn.ampproject.org/c/s/forbes.com.br/forbes-tech/2021/06/quem-inova-paulo-camargo-ceo-da-arcos-dorados-fala-sobre-a-digitalizacao-do-mcdonalds/?amp>. Accessed on: Aug. 14, ago. 2021.

PORTAL TELEMEDICINA. Portal Telemedicina, Mar. 22, 2021. Available in:
<https://portaltelemedicina.com.br/blog/telemedicina-o-que-e-e-como-funciona>. Accessed on: Aug. 09, 2021.

ROGERS, D. L. Transformação digital: repensando o seu negócio para a era digital. São Paulo: Autêntica business, 2018.

SBRISSIA, H. 6 minutos de leitura. Tecmundo, April 28, 2021. Available in: <https://www.tecmundo.com.br/5g-no-brasil/216356-tempo-levara-5g-disponivel-capitais.htm>. Accessed on: Aug. 14, 2021.

UOL. 6minutos, Jan. 27, 2021. Available in: <https://6minutos.uol.com.br/minhas-financas/efeito-pandemia-gastos-com-delivery-crescem-187-em-2020/>. Accessed on: Aug 05, 2021.
 

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