Grupo DIA: How to create a digital presence from the ground up?

In May 2012, the team responsible for the development of DIA’s digital environment (the Digital Team) was weighing how DIA should roll out its digital presence while other chains were already operating intensely on this medium, both in Spain and abroad. The senior management’s premises were clear: they should not cannibalize brick & mortar store sales; there should be no negative impact on the DIA brand image, and the budget available was very limited.