SQLI: Digital transformation is no longer an option for businesses

NOTI met Philippe Donche-Gay, CEO of SQLI, a specialist in digital transformation for 30 years.

Can you introduce us to SQLI?

Founded in 1990, SQLI supports companies in their digital transformation. It is a European group dedicated to the digital experience and specialized in the design, implementation and distribution of digital devices, developing not only awareness and sales, but also the internal efficiency of companies.

In the early 2000s, we took the turning point of industrialization with the creation of a service and innovation center in Morocco which today brings together 750 employees experienced in application development. Over the years, we have developed a strong experience in the e-commerce sector to become a reference player. Our group works alongside renowned companies from all sectors such as Nestlé, Airbus, Groupe Seb, Carlsberg, ArcelorMittal, Cdiscount, Crédit Agricole and Generali, but also and increasingly in the world of luxury. Today we have nearly 2,200 employees, mainly in Europe. Since last February, DBAY Advisors has become the main shareholder of SQLI, opening new horizons for the company.

How to define your support?

SQLI decrypts digital trends through the prism of the customer experience, the employee or more generally the user in a broad sense. An experience platform plays several roles: it is a sales channel, a tool for acquiring and retaining customers. It also reflects a company’s brand image. Behind these challenges there is the whole technical aspect, ranging from integration into a digital ecosystem, to adaptation to user tools, passing through the management of e-commerce sites and data. Our task is to face all these challenges being able to provide advice and method and to design innovative and tailor-made solutions.

What are the concrete jobs of your teams?

Throughout our history, we have developed, beyond our technological DNA, core areas of expertise, particularly in terms of ergonomics and graphic design, which we now call UX / UI, to offer our customers and their consumers or users an enjoyable, fluid and engaging experience. Our creative teams work side by side with our technology and development specialists. Our ability to offer unified travel specifically allows us to be a recognized specialist in omnichannel commerce. In summary, we combine technological depth and digital marketing, with a strong business consulting capacity upstream.

What do you mean by technical depth?

The platforms we design face many challenges: they must be attractive and provide a marked improvement in the acquisition and conversion rate, while allowing for greater retention. But they also need to be integrated into the entire digital ecosystem and existing tools: ERP, logistics, inventory management, CRM, etc. The result is a complex architecture that requires advanced technical skills. We think of digital as a global solution and we are able to intervene at all levels of the value chain.

You are at the heart of the digital policy of companies. What are the big trends?

With the pandemic, the use of digital by companies has increased and is experiencing a marked acceleration. In this case it caused two real breakups. First, we are experiencing a profound and lasting change in consumer habits. E-commerce has literally exploded and consumers who have discovered and adopted it will never go back. Secondly, companies have had to adapt to the forced march generalization of teleworking. Again, employees and companies have seen some benefits. What was a marginal phenomenon has become a norm. These two innovations lead to the need for digital solutions adapted to both B2B and B2C.

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