During the late 1990s and early 2000s, it was easy for businesses operating in traditional, non-tech-related industries to brush off the idea of selling their services or wares over the Internet.
After all, in those early days of the digital age, it was possible for people to convince themselves that e-commerce was just a passing fad that could be ignored for a few years before fading away—much like the pet rock in the 1970s, or Cabbage Patch dolls in the 1980s.
Even into the early 2010s, there were still stubborn stalwarts of the old regime of manufacturers and retailers believing themselves immune from the steady march of digital innovation. Even though the writing was very clearly on the wall vis-a-vis the rise in popularity of online sales at that point, some traditional businesses simply didn’t want to see it.
Whatever holdouts remained by the turning of that decade into the present one were made into fully-fledged digital commerce converts by the onset of the COVID-19 pandemic in 2020—or perhaps more accurately, the accompanying government-mandated shutdowns.
For the first time in living memory, in many towns and cities worldwide, brick-and-mortar businesses were told they could not open their doors to the public. These orders were withdrawn and brought back more than once over a period of several years, depending on where you happened to live.
As disruptive business events go, it was the mother of them all, at least in recent history. And it served to underscore the absolute necessity of migrating at least a portion of operations to the digital realm, even for companies in traditional, non-tech-based industries.
But adding an online business component to an old-style manufacturing concern or a main street shop isn’t quite as easy as it sounds, especially if the business in question is deeply rooted in legacy systems and old processes. Some of them are still struggling to navigate this transformation even today, in 2024.
It is for this reason that this handy guide, whose aim is to help traditional businesses embrace digital transformation successfully, was written; to help those businesses still working to catch up. In conducting our research, we connected with Michael Rustom, a veteran business consultant and IT specialist based out of the bustling technological hub of Toronto, Ontario.
Table of Contents
Assessing Current Technology and Business Needs
The first step in any digital transformation is to assess where your business stands. According to Michael Rustom, “Many traditional industries are using outdated systems that can’t support modern tools. Before adopting new technology, businesses need to evaluate their infrastructure, spot any potential weaknesses, and deal with them before any further action can be taken.” This could mean upgrading software, replacing hardware, or rethinking long-standing processes. Rustom advises seeking expert help to perform a thorough technology audit to avoid costly mistakes.
Streamlining Operations with Automation
Once the switch to digital is underway in earnest, businesses ought to consider automating some of their processes. Though it may seem distasteful to some, automation is one of the most powerful ways to boost overall efficiency. “Automating repetitive tasks like inventory management or invoicing will free up your staff to focus on higher-value work better fitted to human abilities,” Michael Rustom explains.
He then goes on to emphasize that, contrary to public perception, automation doesn’t replace jobs but rather enhances productivity by reducing errors and streamlining workflows. “By automating routine tasks, businesses can improve accuracy and save time for more strategic activities,” says Rustom.
Prioritizing Data Security
During any digital transformation, protecting sensitive data should always be a top priority. “As your business creates a digital component, you will open yourself up to new threats, such as phishing attacks, malware, and data breaches. Because of that, you need to ensure that your proprietary data is secure,” Rustom advises.
He suggests regularly updating security protocols, using strong encryption methods, and conducting employee training on safe practices. “And never forget: cybersecurity threats are always evolving, so companies must stay vigilant to safeguard their information,” he adds.
Building a Culture of Innovation
Finally, an ongoing challenge in digital transformation is changing company culture. “Installing new technology and teaching your team how to use it properly is only half the battle. You also need to foster a culture that embraces innovation,” Rustom explains.
He advises providing consistent employee training and creating an environment where fresh ideas are encouraged. “When staff understand the long-term benefits of digital tools, they’re more likely to embrace change,” Rustom says. “As the owner and primary agent of my own consulting firm, I’ve seen it happen with my own eyes time and again.”
By following these four basic guidelines, any business—even those that have been around for decades and are very hesitant to adapt to e-commerce—can successfully make the transition to digital operations. Though the transformation may be difficult, we have officially reached the point in history where it has become an absolute necessity for any business hoping to thrive in the future.
