Business Architecture Model Adapted to Predictive Analysis for Customer's Increasing of SMEs of Furnitures Industry through Digital Tools

Abstract

More than 50% of micro and small enterprises (SMEs) in Peru are at risk of disappearing owing to a lack of customers because they are failing to take advantage of newly developed digital tools. This hinders SMEs operating within the furniture industry from attracting new customers, lowering their sales to minimum levels. Therefore, our study aims to solve the problem through a business architecture model that allows for the use of digital tools and predictive analyses, which will define a new sales channel that allows for the identification of customer tastes and the creation of new marketing and sales strategies. For this purpose, we conducted a study that allowed us to validate the proposal made to SMEs operating in this sector. As the results showed, sales experienced a 10% annual increase by the end of the study owing to the alternative provided.