Full service digital consulting practice Deloitte Digital has tied up with strategic consultancy MashUp as it looks to boost its brand and spatial design capabilities.
Under the deal, Mashup owner and founder Robbie Robertson will become a Deloitte partner and will bring his team of 10 to the business.
Deloitte Digital managing partner Frank Farrall said the expansion in its offering relates to the “rapidly changing” needs of customers.
“It is all about creating a smart physical environment for the consumer, who is increasingly expecting a seamless physical and digital experience,” Farrall said.
“Our clients are experimenting with the Internet of Things, where in-store sensors communicate with consumer’s apps to provide unique and convenient engagements.
“MashUp's capability brings the vital perspective of how the physical environment will need to adapt to this multidimensional landscape.”
Robertson said the deal sets a “global precedent” that gives design a leading role in business strategy.
“Collaborating with Deloitte Digital will give us the opportunity to provide more innovative and holistic customer engagement across a range of spaces for our clients,” Robertson said
“It puts design thinking at the top table, ensuring integrated customer experience becomes a C-suite conversation.
“Merging our practices sets a global precedent that gives design a leading role in business strategy.”
Deloitte digital practice leader NSW, Katherine Milesi pointed to recent Deloitte research, 'Navigating the new digital divide- digital influence in Australian retail' which found more than 40% of store visits are influenced by digital.
It also found that when consumers use digital devices to research, find and compare products it boosts conversion by 25% with 21% of responding reporting that they bought more.
“This has enormous implications for retailers,” Milesi said. “They must now analyse and understand these new customer journeys so they can provide the right information and service levels at the right time.
“Understanding the physical and digital dimensions of the customer journey is vital to this.”
The move from Deloitte follows rival Accenture Interactive which bough Fjord to boost its capabilities in customer experience and design.
AdNews recently reported that Top-tier management firms are making stealth-like moves to steal strategy work from hard-pressed agencies. The encroachment seems to swing both ways, with more agencies delving into finer strategy work.
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