AussieSip, an innovative leader in the Australian beverage industry, commenced its journey in 2012 in a quaint

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AussieSip, an innovative leader in the Australian beverage industry, commenced its journey in 2012 in a quaint Melbourne Lane, known as the "Oceanside Walkway". Here, they launched their original fruit-infused sparkling water, which kick-started a new era in Australia's beverage culture. Australia's market has expanded significantly over time, fostering a consumer culture of increasing strength. Digital transformation emerged as a dominant trend in this context, with AussieSip exemplifying this shift. As the forerunner of modern Australian beverage culture, their digital transformation strategy and operational ethos have been continuously evolving. In 2018, AussieSip began to champion digital construction by leveraging: • Omnichannel Marketing: AussieSip's marketing approach embraces multiple channels - online, in-store, social media, and mobile apps, allowing them to reach customers at various touchpoints. This broad reach has increased brand visibility and fostered strong customer relationships. • Data Analytics: In the digital age, data is a goldmine for understanding consumer behaviour. AussieSip utilises data analytics to gain insights into customer preferences and shopping patterns. This has guided them in making informed decisions about product offerings, pricing, and marketing strategies. By utilising digital transformation, they were able to reach a broader consumer base, create consumer service scenarios that blended with physical stores, and thus, pioneer the digital era of the traditional beverage industry. By 2023, AussieSip had accumulated over 10 million online members. Furthermore, online orders comprised over 80% of total orders. Following capital investments, AussieSip was positioned as a new retail entity. These capital injections accelerated AussieSip's digital transformation, enabling the launch of new stores, an overhaul of the supply chain, and investments in store operations and personnel training. Discuss the various strategies/tools that AussieSip can use to evaluate and optimise their digital operations. Illustrate how these strategies/tools can be effectively employed to improve their overall performance with the alignment with their business goal.