Italian co-op’s ‘supermarket of the future’ transforms the shopping experience

Italy’s largest supermarket chain Coop Italia has unveiled its “supermarket of the future” which offers an innovative and personalised shopping experience. The flagship store, within the Bicocca University campus...

Italy’s largest supermarket chain Coop Italia has unveiled its “supermarket of the future” which offers an innovative and personalised shopping experience.

The flagship store, within the Bicocca University campus in Milan, features large interactive tables and real-time data screens that provide product information and personalise the shopping trip.

Coop Italia has also re-thought the shelving layout, saying the new look of the shop “merges the physical and digital” worlds and creates the feel of an open-air market.

The organisation worked with global professional services firm Accenture to implement technology around the store.

Alberto Pozzi, managing director of Accenture’s retail practice in Italy, said: “Through Coop’s supermarket of the future, we are bringing to life how the physical and the digital are capable of converging to create an engaging and immersive grocery shopping experience.

“We are looking forward to continued collaboration and bringing future innovation straight into the hands of Coop’s customers.”

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Microsoft Kinect sensors use body detection to interpret customer gestures, letting them read more about the origin of the product, nutritional facts, the presence of allergens, waste disposal instructions and any promotions.

During their shop, consumers can also use real-time data visualisation screens, which feature content including Coops’ brand values, daily deals, recipe suggestions, a social media stream and lists of top-selling products across different categories.

Coop Italia first showcased its ideas at Expo Milano last year and its president Marco Pedroni said it “got straight to work to make our vision a reality” after gaining positive feedback.

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