Enterprise Architecture to Optimize the Sales Process Using the

TOGAF ADM Cycle in Companies in the Retail Sector

Deysi Campos Ruiz

, Gianmarco Vargas Araujo

and Jymmy Dextre Alarcon

Faculty of Engineering, Peruvian University of Applied Sciences, Lima, Peru

Keywords: Process Optimization, Enterprise Architecture, TOGAF, ADM, Framework.

Abstract: This study explored the application of enterprise architecture, specifically utilizing the TOGAF ADM cycle,

to optimize the sales process in retail enterprises. In the context of digital transformation, it was crucial for

retail operations to strategically adapt. The objective was to demonstrate how a structured approach based on

TOGAF could enhance operational efficiency, decision-making, and competitiveness in the dynamic retail

market. The methodology included several phases of the TOGAF ADM cycle: the Preliminary Phase involved

designing the research framework, organizational analysis, gathering business information, establishing

architectural principles, and identifying stakeholders and scope; the Architecture Vision phase defined the

baseline and target architecture, identified gaps, and key resources; the Business Architecture phase provided

a detailed analysis of the business model, strategies, operations, innovation, enterprise capabilities, and a

SWOT analysis; the Information Systems Architecture phase assessed the technology to be used, required

human resources, business evolution, and technological adaptability; the Technology Architecture phase

focused on technological infrastructure, security, customer loyalty, market knowledge, and customer service.

The main conclusion is that the enterprise architecture based on the TOGAF ADM cycle allowed us to

optimize the sales processes in the retail sector by 63%, improving operational efficiency and adaptation to

market demands, resulting in more satisfying shopping experiences.

1 INTRODUCTION

Digital transformation is putting significant pressure

on the retail sector. During the COVID-19 crisis,

many companies suffered losses due to the lack of

adequate solutions (Gerber et al., 2020). Furthermore,

resistance to technological adaptation is observed

according to (Liao & Wang, 2021), which has had an

impact on industries such as chemistry. Likewise, the

discrepancy between the business mission and vision

and operational processes makes it difficult to achieve

strategic objectives (Mutakin, 2020). On the other

hand, insufficient implementation of frameworks and

inadequate documentation represent additional

challenges, as noted in (Gerber et al., 2020; Gitelman

and Kozhevnikov, 2023), which directly affect sales

and the sector's competitiveness. This has been

reflected in the reduction in profits for March 2023,

mainly affecting hardware stores, department stores

https://orcid.org/0009-0009-0543-4979

https://orcid.org/0009-0000-0187-6846

https://orcid.org/0000-0002-1686-0510

and home furnishing businesses by 11.1%, 6.9% and

9.1% respectively according to (Diario El Peruano,

2023).

Given the multiple challenges, cases have been

recorded that show how to face these situations. In

(Liao & Wang, 2021), a company in the chemical

sector implemented a business architecture based on

TOGAF ADM, achieving the optimization of its

processes and cost reduction. Furthermore, in (Lamey

et al., 2023), a business architecture was proposed

together with an ERP, which integrated processes and

improved competitiveness. It has also been observed

that the integration of new technologies increases

productivity, as evidenced in (Yang et al., 2023),

where 20 companies were analyzed and an

operational improvement of 57.8% was recorded,

however, in the reviewed articles they do not consider

the retail sector in the new proposals for business

architectures based on TOGAF and not in the digital

218

Ruiz, D., Araujo, G. and Alarcon, J.

Enterprise Architecture to Optimize the Sales Process Using the TOGAF ADM Cycle in Companies in the Retail Sector.

DOI: 10.5220/0012928500003825

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 20th Inter national Conference on Web Information Systems and Technologies (WEBIST 2024), pages 218-225

ISBN: 978-989-758-718-4; ISSN: 2184-3252

transformation stage. This paper aims to cover the

after mentioned sector, focusing on small and

medium-sized companies presenting a business

architecture based on the ADM cycle.

Therefore, our proposal consists of developing 5

phases of the TOGAF ADM, (1) preliminary phase,

(2) architectural vision, (3) business architecture, (4)

information systems architecture and (5) architecture

of technology.

The work consists of five sections: the second

section is related articles, the third is the contribution,

the fourth section is the validation, the fifth is results

and discussion, and finally, the conclusions and future

work.

2 RELATED WORKS

In the competitive world of retail, optimizing the sales

process is essential. Using TOGAF's ADM cycle-

based enterprise architecture, companies can address

these challenges in a structured way. This approach

not only improves operational efficiency, but also

enables agile adaptation to changing market demands,

delivering more satisfying shopping experiences for

customers. In this context, we will explore how this

methodology can be a strategic tool for business

success.

In (Hardi & Legowo, 2023), the authors present

an analysis that seeks to find the solution to the

disorganization and slowness of their processes, for

which they conclude in the implementation of a

business architecture through the use of TOGAF

whose focus is on the 9 phases of the ADM cycle. .

Although this article is very relevant to our proposal,

it has a focus on the medical area, for which the

analysis is very different. However, the phases or the

way in which it is carried out is partly useful for

research.

In (Bastidas et al., 2022), the authors propose a

specific enterprise architecture for smart cities, using

an analysis based on certain phases of the TOGAF

ADM cycle. To represent this architecture in a more

understandable way, the ARCHI tool is used, which

facilitates the visualization and understanding of the

proposal. Although ARCHI is not used universally,

its application in our context is justified because it is

a tool commonly associated with the use of the

TOGAF Framework and also because our objective is

to provide a more accurate vision.

In (Girsang & Abimanyu, 2021), the authors

employ the TOGAF ADM cycle to model business

strategy to address desynchronization between

business and technology strategy, poor awareness of

the usefulness of Information Technology (IT) assets.

These establish 5 steps for the research methodology,

where they carry out the nine phases of the ADM

cycle and apply it to a case study called Dharmais.

This contributes greatly to us, since the authors carry

out each phase in detail, focusing on a case study,

which demonstrates how to apply the business

architecture based on TOGAF for a specific company

In (Gallegos-Baeza et al., 2021), they describe the

application of the TOGAF ADM cycle to develop an

Enterprise Architecture at the municipal level,

focusing on the Preliminary, Business Architecture,

Information Systems Architecture and Technological

Architecture phases; which allowed us to establish a

framework for the implementation of electronic

services and improve the provision of municipal

services. This proposal is very similar from the point

of view of the focus phases, although it differs due to

the implementation they propose in municipal

services, since we focus on sales in the retail sector.

3 ENTERPRISE ARCHITECTURE

PROPOSAL

TOGAF's ADM cycle optimization process to

optimize sales involves assessment, goal setting,

technology selection, infrastructure design, strategy

development, training, implementation, continuous

evaluation and adjustments.

Figure 1: Phases of an enterprise architecture, according to

TOGAF ADM.

The TOGAF ADM cycle is used for its flexibility,

allowing the introduction of new measures at each

phase. This approach includes the proposed

integration of the Odoo ERP, along with security

enhancements such as the Windows Defender

firewall and cloud storage. Additionally, an inventory

prediction module within Odoo is suggested,

Enterprise Architecture to Optimize the Sales Process Using the TOGAF ADM Cycle in Companies in the Retail Sector

219

enabling SMEs to forecast the necessary stock levels

for future dates.

3.1 Preliminar Phase

The objective of the preliminary phase is to design the

research framework, analyze the organization where

the case study will be applied. To do this (1) we obtain

information about the company, (2) we establish the

principles of the architecture as a solution proposal, (3)

we identify those responsible for carrying out the

architecture and (4) we establish the scope of the work.

Table 1: The table shows details all the deliverables to be

carried out to complete the preliminary phase.

Phase deliverable Content

Business Model

Business History

Business Sector

Points of sale

Analysis of the Business

Problem

Problem to optimize

Security

Proposed Solution

Technology to use

Human resources to

consider

Business Evolution

Vision and Strategy

Operations

Innovation and

development

Analysis of Business

Capabilities

Loyalty

Market Knowledge

Technological

Adaptability

Customer Support

Vision and

Objectivess

Business diagnosis

SWOT

PESTEL

Areas involved in the

process to optimize

3.2 Vision of Architecture

The objective of the architecture vision is to analyze

the strategic requirements and effectiveness and

needs of business processes to achieve organizational

objectives. Likewise, based on what was obtained,

offer a concrete solution. To do this (1) we identify

the situation and goals of the company, (2) we review

the principles of the architecture and (3) we define the

key requirements.

Table 2: The table shows details all the deliverables to be

carried out to complete the vision phase.

Phase deliverable Content

Architecture

Overview

Explanation of difficulties in

the company, explanation of the

proposal and how to approach it.

Requirements

Assessment

List functional requirements

based on architectures (business,

data, applications and

technologies).

List non-functional

requirements based on

architectures (business, data,

applications and technologies).

Goals for sales

improvement

Establish success indicators

to validate the effectiveness of the

proposed solution.

Table 3: The table shows details the aspects to be described

as requirements, this through a table with a list according to

architecture and type of requirement.

Type of

architecture

Requirements

Functional

Requirements

Non-

functional

requirements

Business

architecture

• Processes and

workflows.

• Interactions

with clients.

• Scalability.

• Security.

• Availabilit

• Performanc

Application

architecture

• Features.

• Integration

with external

systems.

• User interface.

• Usability.

• Efficiency.

• Adaptabilit

• Maintainab

ility.

Data

architecture

• Data structure.

• Data models.

• Access/storage

requirements.

• Scalability.

• Security.

• Availabilit

• Performanc

Technolo

Architecture

• Hardware

platform and

operating

systems.

• Network

infrastructure.

• Security and

interoperability

requirements.

• Usability.

• Efficiency.

• Adaptabilit

• Maintainab

ility.

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3.3 Business Architecture

The objective of business architecture is to design the

target architecture, in relation to the organization's

sales process. To do this (1) we identify the gaps in

the base architecture, (2) we propose the target

architecture, (3) we define the key resources

presented by the company and the one we propose

and (4) we select the relevant points of view of the

architecture. and the associated tools and techniques

from a business point of view.

Table 4: The table shows details all the deliverables to be

carried out to complete the business architecture phase.

Phase

deliverable

Content

Analysis

of the current

situation of

business

architecture

In Archimate, the current situation

of the company's sales process is

designed, where the relationship of

each process with the area is seen.

Design of

the desired

situation of

business

architecture

In Archimate, based on the

deficiencies found, an improvement

proposal is made with the solution

proposals integrated within the

analyzed process.

Definition

of key

resources

List the problems detected in the

current situation.

Explain the solution options and

the reason for their solution.

Business

architecture

views,

models, and

artifacts

Design of the sales volume

diagram of the products marketed per

year.

Design of the sales process use

case diagram.

3.4 Information Systems Architecture

The objective of information systems architecture is

to realize the data architecture and application

architecture of the organization. To do this (1) we

identify the gaps in the base architecture, (2) we

propose the target architecture, (3) we define the key

resources presented by the company and the one we

propose and (4) we select the relevant points of view

of the architecture and the associated tools and

techniques from the application point of view.

Table 5: The table shows details all the deliverables to be

carried out to complete the information systems

architecture phase.

Phase

deliverable

Content

Analysis of

the current

situation of data

and application

architecture

At Archimate, design of the

current situation of application

architecture.

At Archimate, design of the

current situation of data architecture.

Design the

desired

situation of data

and application

architecture

In Archimate, based on the

deficiencies found, design the desired

situation with the solution tools for

each architecture.

Definition

of resources

In the application architecture, the

security framework of the computer

network and the implementation of

security measures are established.

In the data architecture, the

incidents present in the company and

solutions are analyzed.

Application

Architecture

Views, Models,

and Artifacts

In the application architecture, the

application portfolio catalog is

established.

In the data architecture, the

principles of data, entity and

components, ERP data security and

data migration are established.

Figure 2: The image details the current situation of the

application architecture with reference to the retail sector.

Figure 3: The image details the current situation of the data

architecture with reference to the retail sector.

Enterprise Architecture to Optimize the Sales Process Using the TOGAF ADM Cycle in Companies in the Retail Sector

221

3.5 Technology Architecture

The objective of technology architecture is to deploy

the target architecture proposed for the organization.

With this established objective we begin (1) analysis

of the current situation of the business, (2) design of

the desired situation, (3) security of the technology

architecture and design of the technological

infrastructure and (4) design of the the network,

deployment of the components necessary for the

network, physical distribution and analysis of the

environment diagram and physical locations.

Table 6: The table shows details all the deliverables to be

carried out to complete the technology architecture phase.

Phase

deliverable

Content

Analysis of

the current

situation of

technology

architecture

In Archimate, the current

situation of the technologies used in

the company is designed and how

these relate to the sales process.

Design of

the desired

situation of

technology

architecture

In Archimate, based on the

deficiencies found, the desired

situation is designed, implementing

the solution proposals and integrating

it into the company.

Definition

of resources

Define the implementation of

security measures for the business

and applications, for the data and

design the desired technological

infrastructure with the

aforementioned measures.

Application

Architecture

Views, Models,

and Artifacts

Design the network and

communications architecture in

Packet Tracer.

Carry out the characterization of

the nodes and design the deployment

diagram and components on the

connections between the servers.

Establish business systems,

physical components, server address

and IP address.

Design the diagram of physical

locations.

Establish a sales strategy based

on the proposed solution

implemented.

Figure 4: The image details the technology architecture

with reference to the retail sector.

Table 7: The table shows the detailed deliverables to be

carried out for the technology architecture.

Technology

architecture

Description

Technology

Architecture

Security

For business and applications.

For the data.

Technology

Architecture

Views, Models,

and Artifacts

Network and communications

architecture.

Node Characterization /

Deployment Diagram and

Components.

Physical distribution.

System/Technology Matrix.

Diagram of environments and

locations.

Sales strategy.

4 VALIDATION

The validation process will allow us to know the main

aspects of improvement regarding the sales process

when applying the proposal provided. This will be

carried out in the company “LIMPIO BE”, “TOQUE

BABY PERU” and in a simulation in a testing

environment, the first business is dedicated to the sale

of household cleaning products, located in Monsefú –

Chiclayo in Peru. The second is dedicated to the sale

of children's clothing and accessories and the third

will be a simulation of a hardware store type business;

located in Lima, Peru.

To validate the enterprise architecture, two

experiments will be conducted, Experiment 1 will be

the testing of the proposed technology within the

architecture and Experiment 2 will be a survey.

Experiment 1 involves a 10-day test of the Odoo ERP

within the company, including specific modules such

as Electronic Commerce, CRM, Sales, Billing,

Accounting, Inventory, and Email Marketing.

Additionally, based on security methods such as the

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implementation of a firewall and security measures

involved in the installation of the Odoo ERP, like

cloud security, data encryption, and more, proposed

at each phase of the ADM cycle. Experiment 2

consists of a survey, which will be proposed to

evaluate the most important changes that have been

obtained after Experiment 1.

In order to achieve a validation of the

optimization of the sales process in the proposed

enterprise architecture, a four-step validation is used.

Figure 5: The image details the four steps for validating the

proposal.

4.1 Simulation

The business architecture and the developed system

adapt to the current situation of the retail business.

This business architecture is implemented with the

aim of optimizing processes and sales, allowing for

more efficient results and continuing with the

validation process.

4.2 Data Collection

The data collection phase involves gathering

information on the retail business's results 10 days

after implementing the business architecture, which

are response time from the arrival of a customer until

the sale, accuracy of physical and virtual inventory,

time from stock visibility to sale, and time from

relevant information visibility. This will reveal how

the architecture has been adapted and the changes

compared to previous results. An online survey will

also be conducted to assess user satisfaction and

identify improvement opportunities, using a Likert

scale for closed questions (1 = Totally disagree, 2 =

Disagree, 3 = Neither agree nor disagree, 4 = Agree,

5 = Totally agree). This approach will help compile

comprehensive results within the business.

The user satisfaction survey includes the

following questions:

1. Was the system available when you needed it?

2. Has the system optimized your sales process?

3. How satisfied are you with the modules chosen

for your business operations?

For validating accessibility:

1. Was the application intuitive to navigate and

use the modules?

2. Do you agree with the speed of response time

and accessibility?

3. Are the operating systems sufficient to manage

your business?

For validating security:

1. Was the security level of your data adequate?

2. How satisfied are you with the access and

authentication measures?

3. Is the implemented Firewall sufficient to block

unauthorized access?

For validating functionality:

1. Was the website development faithful to your

business objectives?

2. Was the stock prediction of inventory products

adequate?

3. Was the visualization of stock graphs on a

defined date adequate?

4. Was it easy to integrate your company into the

system?

4.3 Results Comparison

In the results comparison phase, the performance of

the proposal in improving processes will be analyzed

after completing the simulation period. A survey will

measure success indicators before implementing the

business architecture. By comparing these indicators

before and after the simulation, we can determine and

measure each business's level of improvement.

4.4 Compliance with Success

Indicators

The phase of compliance with success indicators

focuses on analyzing the results obtained in the

previous phase and relating them to the success

indicators established for the business. This means

that, in the design of the desired situation, they will

be measured to measure their level of compliance in

relation to the success indicators.

5 RESULTS

Having completed the architecture simulation phase,

where the business architecture developed within

retail companies was implemented, data collection

continued by sending an online survey to determine

user satisfaction, accessibility, security and

functionality. In this way, the following results were

obtained:

Enterprise Architecture to Optimize the Sales Process Using the TOGAF ADM Cycle in Companies in the Retail Sector

223

Figure 6: The image details the results by category of the

survey carried out.

Figure 6 shows that the Security category has the

highest rating at 4.5, indicating effective resolution of

security issues. User satisfaction averages 4.1,

reflecting positive reception of the business

architecture by microentrepreneurs. Accessibility,

with a score of 4.3, demonstrates that the ERP system

is intuitive and user-friendly. Functionality also

scores 4.3, showing that the designed processes and

modules are well-suited to the company's needs and

have optimized the sales process.

Next, in the results comparison phase, having

carried out the survey prior to the simulation, the

following results were obtained:

Table 8: The table shows the indicators before the

simulation.

N°

Indicators before simulation

Indicator Measure

Average time from the

arrival of a customer to the

closin

of the sale.

210 (minutes)

Accuracy of inventory

records compared to actual

hysical inventory.

64% (precisión)

Time in which the user

reviews the stock of a

requested product until its

deliver

and sale.

30 (minutes)

Time and ease with which

employees can access

relevant information.

60 (minutes)

Table 8 summarizes a survey conducted on various

retail SMEs to measure the time and precision of key

success indicators before implementing the

architecture, determining the level of optimization of

the sales process.

Then, to finish the comparison, ten sample data

were obtained from each company evaluated in order

to subsequently calculate compliance with the

success indicators.

Table 9: The table shows the indicators after the simulation

(average of 10 samples) for each company.

Success indicator

Company

Limpio Be Toque Baby

Indicator 1

41 21

Indicator 2

86% 85%

Indicator 3 22.5 14

Indicator 4 3.9 3.6

Table 9 presents the success indicators for each

validated enterprise, based on 10 samples per

indicator. It assesses the time and precision of each

indicator after implementing the architectural

solution, specifically for “Toque Baby” and “Limpio

Be,” using the developed enterprise architecture and

ERP system.

Finally, in the phase of compliance with success

indicators, the comparison of the results will be

analyzed in order to determine the level of

optimization of all the success indicators based on the

implementation of the business architecture solution

for retail companies. To obtain the optimization

percentage, the following mathematical formula is

used:

𝑂𝑝𝑡𝑖𝑚𝑖𝑧𝑎𝑡𝑖𝑜𝑛







𝐼𝑛𝑖𝑡𝑖𝑎𝑙 𝑡𝑖𝑚𝑒  𝐹𝑖𝑛𝑎𝑙 𝑡𝑖𝑚𝑒

𝐼𝑛𝑖𝑡𝑖𝑎𝑙 𝑡𝑖𝑚𝑒

  100

In this way, the results obtained are the following:

Table 10: The table shows the percentage of optimization

of each indicator (average of 10 samples) by each company.

Optimization percentage

Success indicator Company

Limpio Be Toque Baby

Indicator 1

80% 90%

Indicator 2 37% 33%

Indicator 3 25% 53%

Indicator 4 93% 94%

Total average 59% 68%

When observing the optimization result, we see

that "Toque Baby" has an average total optimization

of 68% based on its results prior to implementing the

business architecture. The new architecture led to a

90% improvement in Indicator 1 for "Toque Baby"

and 80% for "Limpio Be." For Indicator 3, "Toque

Baby" improved by 53% and "Limpio Be" by 25%.

This was achieved through the selected modules and

the submodule developed to determine future product

stock.

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6 CONCLUSIONS

This study applied the business architecture based on

the TOGAF ADM cycle that allowed us to optimize

sales processes in the retail sector by 63%, improving

operational efficiency and adaptation to market

demands, resulting in more satisfactory purchasing

experiences. The preliminary phase of the ADM

cycle allowed us to design a solid research framework

and establish the scope of work. The business

architecture facilitated the identification of gaps, the

design of a target architecture and the definition of

key resources, contributing to effective strategic

planning. Continuous evaluation through online

surveys provided valuable information for

improvements. For future work, it is suggested to

carry out the validation for a greater number of days

to obtain greater results that help determine whether

the proposed solution is effective.

ACKNOWLEDGEMENTS

We thank the Peruvian University of Applied

Sciences and the Faculty of Engineering for their

support. Special thanks to our advisors for their

guidance. We are grateful to our families, friends, and

classmates for their support, and to the individuals

and companies who participated in the project's

validation. This achievement would not have been

possible without you.

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