IT strategies enhance the value of the firm and the efficiency of its processes. I have encountered a number of real-time examples where the companies have gained a competitive edge over others by aligning their IT strategies with business objectives. For example, McDonalds’ business objectives are to increase its market share, attract more customers, and increase sales. It has aligned its IT strategy with the business objectives by introducing Gamification strategy. As per this strategy, McDonald's installed interactive digital billboards on the busy squares. The customers could participate in the game displayed on the billboard by getting connected through the Bluetooth devices of their smartphones. McDonald's experienced a 30% increase in the profits. It’s market share expanded by 40% (Boykiv, 2015).
References:
Boykiv, Y. (2015, November 23). How Gamification Can Drive Customer Loyalty and Sales. Retrieved March 29, 2019, from Inc: https://www.inc.com/yuriy-boykiv/how-gamification-can-drive-customer-loyalty-and-sales.html
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