Estrategia de transformación digital en el retail : caso de estudio sobre la experiencia de compra y kioskos selfservice inteligentes en una empresa de retail.

Abstract

This case study analyzes customer experience and satisfaction at Ecuador's largest supermarket chain, known for offering high-quality products, excellent service, and excellent presentation. The overall objective was to design strategies based on digital transformation to optimize the shopping experience and build loyalty in a retail company. To this end, critical problems such as long lines at traditional checkouts, payment delays, and insufficient automation were studied. Through customer surveys and interviews with experts and supervisors, the need for a shift toward more agile systems was confirmed. Using the Design Thinking methodology, pain points during shopping were clearly identified, and an innovative digital solution was proposed, featuring smart self-service kiosks equipped with RFID technology, barcode scanners, and online payment options. This proposal would allow customers to shop more quickly, conveniently, and securely. The proposal is based on the design thinking model and was well received by the target market. The results, analyzed using the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), indicate that 94% of customers would be willing to use self-checkouts, far exceeding the 70% validation threshold, while there is a majority preference for streamlining the payment process. The proposal section presents the implementation proposals, as well as the results of the cost-benefit analysis, which demonstrate highly attractive financial results.