Training programme addressed to the local retail-hospitality companies for the digitalization and implementation of the ICTs in the city of San Sebastián.
Fomento San Sebastian (FSS) is the public municipal company dedicated to the promotion and eco-social development of the city. One of its objectives is to improve the competitiveness, also through “digitalization”, of local businesses in the retail/hospitality sectors. In this context, launched initiatives that aim to combine processes of digitalization with the concepts of Design, Creativity & Management
Among these initiatives, Digital Training programme, aims to promote the digital business culture among local retail-hospitality companies as well as to strengthen their competitive dimension through training activities.
It consists of an annual formative calendar that combines a) thematic training workshops on “digitalization” topics, b) Short training sessions dealing with specific topics, and c) showroom demos of digital tools. The contents are defined in collaboration with digital companies of the city and checked with representatives of the local Retail-Hospitality Associations in order to incorporate the formative needs of these sectors.
A space named “Puntu Denda” (Shop Point) was adapted in order to host these trainings and acts as a support measure to foster promotion and implementation of new tech/innovative solutions that drive digitalization.
Objectives: to increase tech knowledge; to support and facilitate implementation of ICTs and digital solutions; to put these companies in touch with “digital professionals & companies” and, to improve client experience.

Resources needed

a) Trainings: initial annual budget of around 10.000€ (max.250€ per workshop and 150€ per short training session paid to the trainers; Demos include costs of material transfers).
b) Human resources: internal staff for managing the program and external experts in digitalization to teach the training

Evidence of success

Call 2019: 60 training activities done-total cost of 9.700 € (4 workshops; 53 training sessions; and 3 demos; total participants: 751l)
-From 2016 more than 900 companies participated
-Increased participation: 2016, around 10/12 per session; 2018 and 2019 average of 15
-around 25% of the attendees also requested the DENDATICS grants
The program helps, to analyse real needs to be more competitive and to have an easier approach to the “digitalization transformation” and not to be afraid of it

Difficulties encountered

Some encountered challenges:
*Lack of awareness about digital trends and difficulty to access new technologies.
*Businesses with no investments planned on digitalization
*Difficulties to fit in the schedules and duration of the sessions with the “business hours” of the potential participants.

Potential for learning or transfer

This programme is easily transferable and provides an interesting tool for public organizations to support local SMEs (retail and hospitality ones, but also in other sectors) that want to foster their digitalization transformation.

Internal resources within the public organization have to be allocated both from an economical point of view and also for the management process of this programme.

The benefits of this program are shared among:
-The local retail and hospitality companies (direct beneficiary): the programme allows them to increase the knowledge of the available ICTs and digital solutions, implement them and improve their competitiveness.
-The digital tech companies, providing technological solutions and acting as trainers
-And indirectly, citizens as recipients of the new services/processes implemented in the local retail and hospitality companies.

Please login to see the expert opinion of this good practice.

Main institution
País Vasco, Spain (España)
Start Date
January 2016
End Date
December 2019


Please login to contact the author.