DIA Case Study 3 DIA is a leading network of proximity supermarkets, with 6,626 physical stores and franchises across Argentina, Brazil, Portugal and Spain. As a perfect testament to its name, DIA’s aim is to serve the daily needs of its more than 20 million global customers, following a winning formula of well-located and easily accessible stores, high-quality private brands, diverse product assortment and, of course, the best prices. DIA’s operation in Argentina is especially triumphant. Having arrived in the country back in 1996, DIA quickly became a fan favourite amongst locals. After 25 years, the chain is present in Buenos Aires and seven provinces through more than 900 stores and six distribution centres. But perhaps DIA’s greatest success in Argentina is its recent and accelerated digital transformation, when the disruptive events of 2020 threatened the wellbeing of more than 300,000 daily customers, and required swift and bold actions to protect a long-standing retail legacy – with ecommerce.