With the advent of the so-called 'untact' era, Amorepacific is more focused on taking digitalization to the next level. We are making changes in different aspects to the way we work. Digital Strategy Team, which leads Amorepacific in digital transformation, supports the entire organization's digitalization journey, identifies new tasks that must be taken, and protects our golden time for digital innovation.

This year, based on the experience of last year verified for its outcome through various pilot projects, Amorepacific pursues digital innovation across more organizations in the company. Internally, the team supports strengthening digital capabilities of all executives and members and leading the shift towards digitalizing the way we work. Externally, it is executing changes in our key e-commerce platforms and on social media.

Digital Strategy Unit says that its key agenda for this year is to pursue digital transformation on the business side. Last year, it supported top 10 projects, including projects on digital marketing, e-commerce, and individualized experiences, collaborating with many different teams across the organization on changing the way we work. This year, it plans to focus more on the business side, with Digital Strategy Team playing the role as a center of excellence (COE) to enhance the capabilities of all members. Currently, the team is working on several Communication & Commerce (C&C) joint projects with BM, MC, and EC teams of different brands with a goal of improving e-commerce performance. It supports channel design that will optimize customer experience across the entire Consumer Decision Journey (CDJ) from digital advertisements to making purchases on e-commerce channels.

Projects on redefining the concept of Amorepacific owned malls such as AP Mall or ARITAUM Mall and websites of each brand, and identifying keywords are implemented in collaboration between Digital Strategy Team and relevant stakeholders. In collaborating with different brands or channels, the key is understanding the uniqueness and identifying selling points. To this end, Digital Strategy Team places high priority on learning and getting to know more about them beforehand and in-depth communication with relevant members.

Amorepacific's digitalization also applies to global businesses. Digital Strategy Team develops strategies on search engine optimization (SEO) of platforms overseas with our presence (e.g. Amazon, Lazada, or Shopee), operation integration, and building high-quality reviews with local offices. In the case of offices that can lead digital transformation locally like Amorepacific China, Digital Strategy Team provides necessary support.
Currently, global projects are mostly pursued via email and video calls due to COVID-19. It was unfamiliar at first, but such methods are also a natural part of the changing era, and members are adapting well to the change.

What is the most important and required capability for a member working in a digital-related team? To this question, Digital Strategy Team members answer, 'continuing to learn', 'being curious of the world', and 'an attitude of being eager to learn'. In fact, Yoon Seonyoung of Digital Strategy Team uploads industry trends and articles on such trends every single day on the team's group on Workplace. She also takes part in weekly study groups related to work. Although it is only a group of a few members voluntarily coming together to learn and share, it also shows how the team places a focus on working as well as learning.

Digital Strategy Team believes that the digital transformation journey we began will be a success if we change not only 'the way we work', but also 'the way we think'. Why don't we reaffirm our commitment to change in line with the times we live in where change is necessary? We look forward to Amorepacific leading the way of the digital era by bringing together the efforts of all members.