Exploring business practices, strategies and value creation through digital transformation in retail companies

PurposeThis paper aims to fill important research gaps by understanding how companies implement digital transformation (DT), what technologies are being applied, what practices are being used in the DT process and how they can add value to companies.Design/methodology/approachThe research method utilized is a multiple-case study conducted with companies from the retail segment. This approach allows for an in-depth analysis of these companies’ strategies, technologies and practices in their DT processes.FindingsThe results indicate that the strategies and practices applied by the companies highlight the evolving nature of organizational functions. The standard digital technologies used by the three companies are digital platforms, mobile devices and communication tools. Only companies A and C stand out for using big data analytics, the Internet of things (IoT) and artificial intelligence (AI). Interviews revealed that companies are following the DT offensive but are also working internally to accelerate the DT journey, startup acquisition, new positions, innovation lab creation and agile concepts.Originality/valueBy addressing the research questions, we can systematically identify and categorize key strategies, practices, challenges and outcomes associated with DT in the retail sector. This can lead to developing a comprehensive framework that guides retail companies in implementing effective DT initiatives.