Digital Transformation and Marketing Integration in Franchise Minimarkets: Strategic Insights from Indonesia’s Retail Leaders
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Abstract
In this era of rapid digital disruption, the minimarket franchise industry is facing increasing pressure to meet changing consumer expectations, particularly in terms of convenience, personalisation, and service integration. This study analyses how four leading minimarket brands in Indonesia, Alfamart, Indomaret, Circle K, and Lawson, implement business model innovations focused on omnichannel development and integrated marketing communication (IMC). Using a qualitative approach through desk research and descriptive-comparative analysis, this research explores patterns of service innovation, digital platform integration, customer experience strategies, and corporate entrepreneurship. The findings reveal that all four brands have adopted omnichannel strategies through mobile apps, digital wallets, delivery services, and partnerships with external platforms such as GrabFood and Gojek. Key innovations include Alfamart’s development of Bean Spot, Indomaret’s Indomaret Point concept, Circle K’s integration of urban F&B, and Lawson’s Japanese-style open kitchen concept. These innovations drive value creation and differentiation while strengthening human capital through digital training and intrapreneurial initiatives. The study concludes that business model innovations integrated with IMC significantly contribute to customer loyalty, operational efficiency, and long-term business sustainability. This research connects the innovation framework with real-world retail practices and provides practical insights for business leaders and academics in navigating the digital retail landscape.
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