Coop Italia unveils its 'supermarket of the future'

Italy’s biggest supermarket chain has unveiled the flagship store within the Bicocca University campus in Milan.

It features interactive tables and real-time data screens that provide product information and personalise the shopping trip.

Coop Italia, which worked with global professional services firm Accenture to implement technology around the store, said the shop “merges the physical and digital” worlds and creates the feel of an open-air market.

Products in the supermarket are stocked on the large interactive tables, which allow shoppers to see detailed information about ranges on a monitor, simply by moving their hands.

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

Coop Italia has also re-thought the shelving layout and included touch capabilities, giving shoppers the option of searching product categories and promotions, or filtering the most suitable products.

The “augmented labels” also provide customers with more information and insight about the SKUs they are considering purchasing.

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.

“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”

Alberto Pozzi, Accenture

Alberto Pozzi, managing director of Accenture’s retail practice in Italy, added: “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.”