Belltech Drives Retail Transformation in Latin America with a Focus on Experience and Proximity

The company is reinforcing its regional strategy by integrating technology, automation, and local support to support the evolution of the retail industry in LATAM


Retail in Latin America is undergoing an accelerated transformation. Consumers are seeking faster, more personalized, and connected experiences, while companies face the challenge of optimizing operations and strengthening customer relationships. In this context, Belltech continues to consolidate its strategy for the Retail industry, promoting technological solutions aimed at improving the in-store experience and enhancing business efficiency.

With regional presence and a comprehensive value proposition, Belltech combines self-service solutions, omnichannel capabilities, advanced analytics, and specialized services, supporting companies in their digital transformation processes. The focus is on responding to new market demands with tools that enable smoother, closer, and more efficient operations.

“The evolution of retail requires companies capable of integrating technological innovation with local expertise. Our goal is to support each client by understanding their specific challenges and delivering solutions that truly impact the end-user experience,” Belltech representatives stated.

Within its portfolio, the company incorporates technologies ranging from self-service kiosks and self-checkout solutions to cash management systems and omnichannel customer service platforms. All of this is supported by a regional technical support network that ensures operational continuity and ongoing assistance.

In addition, Belltech reinforces its vision of a connected retail environment, where automation and artificial intelligence are playing an increasingly important role in the relationship between brands and consumers. The integration of infrastructure, software, and services enables simpler and more efficient experiences for both customers and in-store employees.

A Space to Share Industry Vision and Trends


As part of this strategy, Belltech recently gathered clients and partners in Santiago to share trends, challenges, and opportunities within the Retail market. The event included presentations, live demonstrations, and executive networking sessions, encouraging discussions about the future of the industry and the impact of technology on customer experience.

The meeting provided an opportunity to explore how innovation, automation, and omnichannel integration are redefining retail operations across the region, reinforcing the importance of having technology partners capable of supporting this evolution in a close and strategic way.

With this vision, Belltech continues to position itself as a key player in the transformation of Latin American retail, driving solutions focused on building more agile, intelligent, and people-centered experiences.

Belltech celebrates its 5th place in the Great Place to Work® Mujeres Chile 2025 ranking

At Belltech, we believe that creating flexible and welcoming spaces for dialogue and understanding the needs of women in the workplace is essential. Fostering a culture of equity and mutual respect allows us to build an environment where everyone can fully develop, and it is thanks to this that we proudly celebrate maintaining a prominent position in the Great Place to Work® Women Chile ranking for another year.

In 2025, we were recognized with 5th place in the Great Place to Work® Women Chile ranking, an achievement that reflects our commitment to equity, professional development, and the well-being of our employees.

Recognition of our commitment to gender equality


The Great Place to Work® Women ranking recognizes organizations that have created environments where women can grow, lead, and contribute their talents on equal terms. At Belltech, this recognition motivates us to continue promoting initiatives that encourage female participation at all levels of the company, from operational positions to leadership roles.

“At Belltech, we understand that gender equality is not just a principle, but a daily practice that transforms our culture and empowers our employees. Being included again in the Great Place to Work® Women ranking and achieving 5th place fills us with pride and motivates us to continue building a space where every person can fully develop, grow professionally, and lead with impact. This recognition reflects the commitment of the entire organization and each team to making inclusion and diversity a driver of innovation and well-being.”

Dayana Villalón, Corporate Director of People & Sustainability

A culture that empowers


At Belltech, we promote development programs, mentorship, and inclusive policies that allow our employees to reach their full potential. Our purpose is to build a workplace where every woman feels valued, heard, and supported to advance her professional career.

This 5th place is more than a number: it is tangible proof that collaborative work, a commitment to equality, and a vision for the future generate real impact.

We thank all the women who are part of Belltech: this achievement is theirs and yours.

Banco Macro: Moving towards a complete digital experience for your customers

Banco Macro has incorporated into its Digital Transformation strategy a complete renovation of its virtual assistant “eMe”. This solution was born from the search for an omnichannel solution to digitize customer service that allows automation as the first point of contact and thus the overflow of digital contact center operators. The solution implemented by Belltech in partnership with Nuance Communications using Artificial Intelligence technology is called “Nina”.

This evolution of its virtual assistant allows the Bank to establish a more intuitive and more evolving conversation, using natural language, with its customers as the first point of contact through its digital channels (website, social networks, WhatsApp, Mobile, among others), thus optimizing its processes. In this way, the virtual assistant is positioned as the first frontier of customer service without detracting from the experience delivered, thus collaborating with the corporate vision that seeks to achieve Macro’s recognition as the leading bank in customer satisfaction in Argentina, and that guides its customers to know more so that they can make better decisions.

With this premise in mind, “eMe, de Macro” is programmed to answer all banking queries, and in case there is any question it cannot answer, it learns it. Thus, it transparently communicates its evolutionary capacity.

Alejandra Rodríguez,
Digital Transformation Manager, Macro.

Alejandra Rodríguez, Digital Transformation Manager at Banco Macro, details, “Among the main results observed after 4 months of implementation, there has been an improvement in the dialogue strategy of the Virtual Assistant “eMe”, making it a more fluid and humanized logic, capable of processing more than 135,000 monthly interactions through the different customer service channels and achieving a recognition rate of close to 90%.”

¿What process did Banco Macro go through to select this solution?

“We evaluated different solutions that met the business objectives. The Bank already had some previously implemented solutions, which were replaced. In this process, we studied several tools available in the market and finally, since Belltech has been a strategic partner of the Bank for several years, and Nuance has the technology and the solution that best suits our needs, we realized that our best option was to hand over the project to the Belltech-Nuance alliance“, adds Alejandra.

The Bank incorporated the Nuance “NDEP” (Nuance Digital Enterprise Platform) suite, which allows the development of Virtual Assistants in different Digital Channels, such as Web, Mobile, Whatsapp, Facebook, Instagram, among others. This solution implemented by Belltech includes a Live Chat, giving the possibility to integrate the overflow to digital operators and a functionality called “Nina Coach”. Said functionality optimizes the handling of interpretation intents, thus improving the user experience in the use of NLU natural language, which was one of the main challenges in the development of this strategy.


About Banco Macro: It currently has 8,706 employees, 1,547 ATMs, 957 self-service terminals and a structure of 500 points of service. It is currently the private bank with the largest network of branches throughout Argentina, and thus is positioned as the number bank of the National Private Capital Banks.