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Heading towards digitalization of management

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The DIA Group understands digital transformation as a fundamental axis for customer closeness and knowledge, as well as a step towards improving efficiency. The capacity to transform data in information and information in knowledge is allowing the company to optimize all of its decision-making processes at all levels, streamlining systems in stores and warehouses, in addition to developing new sales channels that pursue its strategy of proximity purchasing.

In 2016, the company set up a transversal work group, with the participation of all the countries, for the internal development of new digital applications aimed at making life easier for three of the main cornerstones of the company: customers, franchisees and employees.

In order to create the most cutting edge and agile apps in the sector, in each country where the company operates it uses networking to promote knowledge and synergies between markets, always with the invariable premise that the codes used in the applications can be reusable and are applicable in all countries.

The projects on which this team is working are mainly focused on closeness and knowledge of the customer, with new functionalities in the area of e-commerce, with enhancements in the order system and services for employees and franchisees, as well as renewed in-store management systems for supervisors.

In this regard, for many years the company has maintained an application for the use of supervisors, store managers and other store personnel that is being updated in accordance with new requests and needs.

Applications

Applications for store management that promote efficiency

In 2016, some apps relating to this new project were already implemented, as is the case of the new store management mobile application, for both franchisees and own employees, which enables the streamlining of daily tasks in the store and avoids the double work of having to write things down on paper and then enter the same codes and amounts in the main cash register.

All of the functionalities offered by this application enable greater flexibility of tasks, better quality procedures to further reduce errors, greater simplification in terms of access to information and more effective customer service, given that there is access at all times to information to respond to questions raised by customers (price, stocks, offers, etc.). This application can also manage returns, rectifications and direct merchandise, all through mobile devices. For now, the application is available in stores in Spain and China, and in the case of the latter, franchisees can place their orders directly through the mobile application without the need to go through the sales terminal.

Store Inventory, another application aimed at making daily management more efficient, was implemented in Spain during 2016. Both employees and franchisees can now count items in the store and generate files through a simple and intuitive application.

An updated inventory helps stay up to date with the financial situation of a business, control stocks, and have more accurate knowledge of customer needs.

Applications that improve the experience and communication with customers

The company has a free App for iOS and Android to manage online purchases using mobile devices.

The tool allows customers to create shopping lists for their usual store based on the actual product assortment, use discount coupons, check the location of the nearest store, control spending by measuring monthly expenditure, and keep up with the latest company news in regard to new openings, special offers, etc.

In the course of this year, new functionalities have been introduced, such as the possibility of receiving a digital loyalty card or a ticket server that provides real-time information regarding the purchase and savings obtained with the same.

For the time being, this application is available for the Spanish market, with the intention of opening it up to the rest of the markets shortly. In 2016, the DIA application was among the most downloaded, with over 500,000 downloads in just one year.

Applications for improving logistics chain processes

In 2016, a mobile application was implemented to improve transport services that enables real-time follow-up of the deliveries made by logistics managers.

This application permits daily monitoring of the frequency of service in order to adjust and implement improvements quickly, with a view to guaranteeing that the sales of the establishment are in accordance with the reserve capacity. This achieves more efficient planning of warehouse resources, as well as transport and store planning.

At present, this project is in an initial stage in Argentina and its implementation is planned for Spain and Portugal in 2017. With these new applications, the DIA Group intends to reinvent multitasking, making it possible to carry out internal and external procedures on the spot.

Moreover, this system enables better traceability of actions, in addition to increasing the speed and quality of store processes, leading to better productivity that will ultimately benefit the customer.

The company’s aim is to gradually introduce it in the rest of the countries according to needs.

Return information in the form of action: Project Vela

In parallel to these projects, during 2016 a project was implemented focusing on the digitalization of the POS of establishments in Spain under the name of Project Vela. Store streamlining processes represent an organizational and management revolution, which aims to get closer to the customer and improve productivity.

This involves a new computer system that makes it possible to centralize the necessary back-office functionalities to manage stores (stock control, orders, etc.).

To achieve this, it has been necessary to install new architecture in the central systems that can serve as a platform not only to centralize all the information, but also to do so in real time. Access from the point of sale is made from a new graphic interface developed with productivity criteria and ease of use for store personnel.

Thanks to the new architecture, centralization of functionalities, real-time management and graphic interface, the DIA Group can digitalize a large number of processes, eliminating paper in their management and making them much more efficient.

At the close of 2016, the system had already been installed in four pilot stores in Madrid and the main launch in Spain is planned starting in January 2017. Like all the projects launched by the company, this also has an international profile, and during 2017 it will therefore be gradually rolled out to the other countries in which the company has a presence.

Users Application Functionalities Objective Country
Mobile applications developed and implemented by the DIA Group
Employees and franchisees Store management Return management, rectifications and direct merchandise Achieve greater streamlining of tasks and improve the quality of procedures Spain and China
Price checks, stocks and offers
Inventory Counting of items and stock control Spain and China
Generation of files
Customers Purchase management Shopping list with actual product assortment Optimize the shopping experience and promote synergies with online business Spain
Access to digitalized discount coupons
Consult locations
Monthly expense control
Digital loyalty card
Logistics Transport service Daily monitoring of service frequency and the fleet Real-time control of the operation and optimization of service levels Argentina
Taking of photographs upon receipt of the order

Progress in omni channel

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