Supermarket of the Future Opens Its Doors, Coop Italia and Accenture Reinvent the Grocery Shopping Experience
06 December 2016 - 10:29PM
Business Wire
COOP, Accenture and Avanade deliver a
range of technologies to increase brand loyalty and store
profitability
Coop Italia, Italy’s largest supermarket chain, has collaborated
with Accenture (NYSE:ACN) to reinvent the customer experience in
grocery shopping with the opening of its Supermarket of the Future
store.
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Coop Italia Supermarket of the
Future(Photo: Business Wire)
The new flagship store, located in Milan’s University area of
Bicocca, provides a welcoming, innovative and informative shopping
environment. It merges the physical and digital to recreate the
atmosphere of local open-air markets, combined with innovative
digital solutions that provide useful product information, while
improving store navigation.
Accenture helped Coop to completely redesign the supermarket’s
information architecture. Working with Avanade, a joint venture
company between Accenture and Microsoft, Accenture helped implement
the IT infrastructure, and analyze and develop point-of-sale touch
points. The result is a modular and flexible solution, underpinned
by a Microsoft Azure cloud-based platform that can be easily scaled
to a large number of stores.
“Following the great success and positive feedback we received
when we showcased the Supermarket of the Future concept at Expo
Milano 2015, we got straight to work to make our vision a reality,”
said Marco Pedroni, President of Coop Italia. “Using their digital
expertise, Accenture and Avanade have helped us redesign the
grocery shopping experience through a digital journey that meets
customer demand for information, engagement and functionality in a
simple and intuitive way.”
The customer experience is enabled by the implementation of
interactive food display tables and smart shelves to make shopping
more relevant and personalized by providing customers with a range
of product information. The project incorporates a series of
technical solutions originally developed by Accenture for COOP at
Expo Milano 2015, based on designs by MIT professor and head of
Carlo Ratti Association, Carlo Ratti, the Supermarket of the Future
includes:
1.
Interactive tables: Products are
exhibited in the supermarket on large interactive tables where a
simple movement of the hand shows augmented information about the
product on a monitor, including its origins, nutritional facts, the
presence of allergens, waste disposal instructions, correlated
products and promotions. This augmented experience is made possible
by Microsoft Kinect sensors that use body detection to interpret
the customer’s gestures.
2.
Vertical shelving: In the new store
the traditional layout of the shelving has been rethought and
associated with a touch application, which enables the customer to
navigate through the product categories, to filter and search for
most suitable products, discover promotions, view detailed product
information. The result is an augmented label that gives the
customer deeper insight into the product they are purchasing.
3.
Real Time Data Visualization:
During the journey through the store, the customer can take a look
at a large real-time data visualization screen showing content
including: Coop’s brand values, special daily offerings and cooking
suggestions, social media information including posts on Coop’s
Facebook account, top selling products and promotions for each
category, facilitating an additional interaction point with the
shoppers.
“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,” said Alberto Pozzi, managing director in
Accenture’s Retail Practice in Italy. “Coop is shaping the future
of supermarkets by combining hyper personalization, deep product
information and connected devices in-line with customer buying
journeys. We are looking forward to continued collaboration and
bringing future innovation straight into the hands of Coop’s
customers.”
“Avanade is passionate about the power of digital innovation and
how it can transform the customer experience. We are particularly
excited to have helped Coop make the supermarket of the future
concept a reality for its customers,” said Stefania Filippone,
executive in Consumer Goods & Retail, Avanade, Italy.
About AccentureAccenture is a leading global professional
services company, providing a broad range of services and solutions
in strategy, consulting, digital, technology and operations.
Combining unmatched experience and specialized skills across more
than 40 industries and all business functions – underpinned by the
world’s largest delivery network – Accenture works at the
intersection of business and technology to help clients improve
their performance and create sustainable value for their
stakeholders. With approximately 384,000 people serving clients in
more than 120 countries, Accenture drives innovation to improve the
way the world works and lives. Visit us at www.accenture.com.
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AccentureAleks Vujanic, + 44 7500 974
814aleks.vujanic@accenture.comorArmando Barone, + 39
3485608969armando.barone@accenture.com
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