Coop Italia has been exploring scenarios for future retail at its Supermarket of the Future created for Expo Milano 2015. The experimental project demonstrates how digital stories can make the physical shopping experience more informative, convenient and enjoyable. The future supermarket is a fully functional store with products exhibited on large interactive tables. A wave of the hand over the desired product is enough to activate digital mirror displays to show information about the product’s origin, ingredients, nutritional data, possible allergens, carbon footprint and even related recipes.
Over 80% of consumers rank ingredient transparency among top purchase drivers for food, beauty and household products. Yet, only 57% regularly check the list of ingredients before purchasing. Making it easier to get relevant product info provides genuine value added to consumers. The innovative digital “product labels” in Coop’s future supermarket offer transparency and traceability in a highly engaging way and add an element of discovery in the shopping experience.
Not only a thing of the future
Solutions for informative digital stories and interactions with real-world products are already commercially available. Stereoscape’s iScape – an interactive shelf based on RFID technology – enables physical products to trigger product information and other digital content on a mirror display or another digital screen. Consumers have learnt to expect rich, in-depth product content when browsing and shopping online. iScape brings that content into the physical store, augmenting the real-world experience. Every product has a story to tell, and interactive digital touchpoints in physical retail give you exciting new opportunities to tell those stories to your customers.