In a very open competitive context where pure online players are consistently gaining market share, the use of digital devices is a steady trend which is penetrating physical retail stores as a tool for retailers to improve customer experience and increase engagement. This need has increased with the COVID-19 pandemic as electronic devices in physical stores reduce the contact between people providing a greater sense of health safety, hence improving the customer experience. This work develops a multiple-criteria decision-making model for retailers who want to digitize their physical stores, providing a systematic approach to manage investment priorities in the organization. Important decisions should involve all different areas of the organization: Finance, Clients, Internal Processes and Learning & Growth departments. This strategic decision can be made hierarchically to obtain consistent decisions, also the use of the Order Weighted Average operator allows for alternative scenarios to be presented and agreed among the different areas of the business. The authors develop a use case for a Spanish fashion retailer. In the most widely agreed scenario the preferred devices were more technologically complex and expensive, while in the scenarios where the head of Finance is more predominant, cheaper and simpler devices were selected.

中文翻译：

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应用于时装店数字化转型的多重标准方法：西班牙实体零售商的案例

在一个非常开放的竞争环境中，纯在线玩家不断获得市场份额，数字设备的使用是一种稳定的趋势，它正在渗透实体零售店，作为零售商改善客户体验和增加参与度的工具。这种需求随着 COVID-19 大流行而增加，因为实体店中的电子设备减少了人与人之间的接触，提供了更大的健康安全感，从而改善了客户体验。这项工作为希望将实体店数字化的零售商开发了一个多标准决策模型，提供了一种系统化的方法来管理组织中的投资优先事项。重要决策应涉及组织的所有不同领域：财务、客户、内部流程和学习与成长部门。该战略决策可以分层做出以获得一致的决策，订单加权平均运算符的使用也允许在业务的不同领域之间呈现和商定替代方案。作者为一家西班牙时装零售商开发了一个用例。在最广泛认可的情况下，首选设备在技术上更加复杂和昂贵，而在财务主管更占主导地位的情况下，选择了更便宜和更简单的设备。