digital transformation was critical for us I mean if you look at dial we're a big r d engine we focus on helping the world solve problems in 2019 we finished major merger and split out with Dupont our CEO came forward and said we want to be very much focused on being a customer-centric Innovative inclusive and sustainable company and just knowing that we had that ambition to go forward made us step back and really think about what do we need to do differently how do we need to interact with our customers differently how do we need
to operate differently so the previous perception of being digitally driven was that it would lead all of the change and that the technology would be the driver for the changes that we needed to make in the company I think the Eureka moment at Dao was understanding that this wasn't about technology the digital transformation is really about how people do their work differently and understanding that the IT department wasn't going to drive this on our own and through our transformation it became very clear that this is a team sport and we needed our our businesses our
functions everyone in the company engaged to drive the change that's needed we learned a ton about what our customers really cared about and what they wanted versus what we thought they wanted so to adopt a new digital mindset in our company we worked very closely with our businesses to identify the roles and responsibilities they needed on their teams to help drive this and make it successful so we put digital leaders in place in the businesses to focus on data quality and some of the things that you may think wouldn't be that exciting as part of
a digital transformation but are very foundational to making it happen so one of the examples that shows how we're operating differently is how we worked with Ralph Lauren they were looking for you know a process to dye fabric that was much more sustainable and our r d organization delivered what we call eco-fast Pure which is a dying process that uses 90 percent less chemicals and 50 percent less water all companies in the textile business could leverage this capability so we partnered to put an open source platform in place to be able to present the information
and how this could be done in a more sustainable manner through our digital transformation we've seen some tremendous results our digital sales revenue has increased by 48 percent in 2021 and we are on target to deliver over 12 billion dollars worth of sales through our digital channels this year alone I don't think you're ever transformed and done it's more about changing the way that people do their work than it is about introducing new technologies [Music]
