PT Raja Paket Lebaran (PT RPL), an Indonesian SME specializing in the sales of groceries and household goods for the Eid al-Fitr, has faced a significant decline in sales amidst the COVID-19 pandemic. This study aims to examine the company’s relevance to the market and customer satisfaction while proposing a business model innovation based on customer experience and digital innovation. The findings reveal that integrating customer experience and digital innovation can enhance PT RPL’s business model. By addressing marketing limitations, simplifying digital processes, and leveraging online platforms, the company can improve the overall customer experience. The proposed business model innovation offers practical recommendations for PT RPL to adapt to the changing market landscape and meet customer expectations. By embracing digital innovation, the company can increase its competitiveness, attract a wider range of customers, and achieve sustainable growth. This research contributes to the existing knowledge by exploring the intersection of customer experience and digital innovation in an Indonesian SME context. It offers valuable insights for similar businesses to enhance their models and improve customer satisfaction.

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