Supermarkets are one of the types of the store that previously adapt to social changes and new needs of consumers. After all, they are the type of store that is used more in the day to day and that the consumers can not avoid to visit, do what they do and organise as they are organised.
They are also those who noticed the changes in consumption before and for those who may assume before a change in the response of consumers. One has to think, for example, how the supermarkets have had to adapt to the demographic changes of what a family supposes. As the lifestyles have become more varied, so have the products and types of offers that appear in supermarkets.
Therefore, seeing how they change these types of stores can help understand how tomorrow’s stores will be. For the moment, of course, all things have a certain experimental character which is not difficult to see failures, but which show, however, where they will throw things in the future.
So, the stores of the future, or at least how the supermarkets in tests are taking them, usually bet on environments where you pay without money and where everything is managed with the mobile. This is what happens at Moby Mart, a prototype of a small convenience store (one of those mini supermarkets 24 hours) with which is working. The supermarket is mobile (it has wheels and it moves to the places where it is needed), it has no staff and it is completely managed by the technology and it does not have cash registers.
According to those responsible, it has been tried to be efficient, which will allow you to reach many types of consumer scenarios where you may need it, and also easy to use. The consumer has to manage everything from the app. The application is the one that allows to open the door of the supermarket and to manage the whole process of purchase. Products are scanned with the app and no additional processing is required to pay. When you leave the store, the shopping basket payment is automatically loaded (which is, on the other hand, a format that not only are they testing, but also commerce giants like Amazon, who work on it in Their physical libraries).
Although the range of products available is limited (the supermarket is very small), consumers can order other things, which will arrive at the store. The smart mobile supermarket eliminates, on the one hand, the costs of establishing such a business (something that, for example, is very expensive in large cities with high rents) and, on the other hand, the problems of niche and very small markets that do not have Traditional shops. A town with a small population loses its usual supermarkets but this type of store format can be profitable (the supermarket, for example, could rotate between several towns and thus reach a larger population).
The super as an interactive space
The need to adapt to the needs of consumers and not so much to make consumers play with what the supermarket gives them seems one of the constants of supermarkets of the future. For example, as they showed in a supermarket prototype of Italian chain Coop at a food fair, supermarkets will include tools that will give real-time information about the products being consumed and their qualities. But not only that: consumers can download an app to let an algorithm make the list of the purchase based on what they like and prefer.
The Italian chain opened last December and one of these supermarkets ‘of the future’ in Milan, after the peak of interest that the prototype woke up at the food fair in which he had previously shown. In addition to giving a different look to what we used to imagine as a supermarket (it is like a market and not so much as a super), the view of consumption itself is different. In the presentation press release of the super talk, in fact, of “digital shopping trip” and an experience in which the physical and the digital are merged.
The products are exposed in interactive spaces, which allows access to complementary information. The information is also something in real time. The consumer receives informative impacts of offers, kitchen suggestions or social networking data at the time they occur. And they have even changed how the products are stored. The shelves are not the usual, but a space linked to an app that allows access to products in a different way. Likewise, they are also lower, allowing you to see the next corridor and the people that are there. The idea is that you can boost the conversation and that consumers interact, as in a traditional market.
It even changes the layout of the products, which is more logical in some way. For example, canned tomatoes are next to fresh tomatoes.
The idea is not only that consumers have more information buying in the supermarket of the future, but also change how they see the buying process. Instead of thinking about going there quickly to buy what is needed, you want to encourage that you go to see the supermarket, to walk calmly between the products.