Experience versus substance – do we need supermarkets of the future?

Not since Clarence Saunders’ first Piggly Wiggly self-service shop in Memphis, Tennessee has the high-street food retail industry witnessed such a shift in thinking. Professor Carlo Ratti’s Supermarket of the Future, a collaboration with Italian food chain Coop Italia and services firm Avanade, opened its doors at the end of last year in the Bicocca Village shopping centre in the north of Milan, Italy. With its neat rows of produce and the clean and spacious layout, the supermarket seems to have all the ‘wow’ factor necessary to get heads turning and shoppers browsing.


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